If you were in any break last week this, at least in retrospect,
appeared the one to be in. It offered a chance to join Trevor MacDonald
and the nation for two hours of what was the biggest live debate staged
on British TV.
While it may have been declared unfit for public consumption by some,
others have described it as a watershed event for British TV, if only
for the fact that a current affairs debate attracted a steady audience
of 8.3 million.
There were five advertisers battling it out in the first ad break:
Vauxhall Vectra, Eagle Star Direct, Neutrogena, Fairy, Boots Vitamins
and Ryan Air, all of whom fall into the upmarket segment with a bias
As a one-off programme this show was likely to pull in a good mix of
ABC1 viewers. Vauxhall, in particular, was looking for those viewers who
tend to be light watchers of television.
While much of ITV tends to have a downmarket skew, it is this kind of
programming that pulls it up and is welcomed by brands such as Boots and
Neutrogena. For Eagle Star Direct, the lively nature of the programme
contrasted well with the dry style of its ads.
Agency: Lowe Howard-Spink
Buyer: Mike Hope
Client: Eagle Star Direct
Agency: The Network
Buyer: Joanna Pashley
Agency: Leo Burnett
Buyer: Tony Emment
Programme: Monarchy - Let the Nation Decide
TV station: ITV Carlton
Date: 7 January, 20.30
Break transmission: 20.50
Barb: Housewives 15 TVRs (live)