TV MONITOR: A WEEKLY LOOK AT WHO’S BUYING WHAT AND WHEN

Last Saturday, Channel 4 kicked off a six-part series based on Armistead Maupin’s bestseller, More Tales of the City, a candid look at life in 70s San Francisco.

Last Saturday, Channel 4 kicked off a six-part series based on

Armistead Maupin’s bestseller, More Tales of the City, a candid look at

life in 70s San Francisco.



The first instalment sets the scene with a bizarre set of characters

flung together in one house. They are the neurotic Michael Mouse, who

finally finds love with a handsome doctor, the naive Mary Ann Singleton,

who ends up with a man with a memory problem, and the hippy, Mona

Ramsey, who tries to find herself with the aid of Quaaludes. All of

these hapless characters are watched over by the landlady, Anna

Madrigal, who also happens to be a transsexual.



Advertisers in the first break were Vauxhall Astra, Hellmann’s

Mayonnaise, Covergirl Cosmetics and Dairy Crest. The buyer for Vauxhall

Astra chose the slot for the first day of its new ad campaign. The ABC1

audience anticipated for Tales of the City fitted perfectly with his

client’s consumer profile.



Both Procter & Gamble’s Covergirl Cosmetics and Hellmann’s Mayonnaise

went for a spot guaranteed to pull in a young, upmarket female

audience.



The quirky nature of the programme also suited the Hellmann’s ad.



Client: Vauxhall Astra

Agency: Western International

Buyer: Andy Thornes

Client: Hellmann’s

Agency: BMP Optimum

Buyer: Allister McDonald

Client: Covergirl Cosmetics

Agency: Leo Burnett

Buyer: Mauricio Leon

Programme: More Tales of the City

TV station: Channel 4

Date: 1 August, 22.00

Break transmission time: 22.16

BARB: ABC1 housewives TVRs (live)



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