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

Ibiza Uncovered, Sky 1’s fly-on-the-wall show, is rapidly gaining cult status and has proved perfect for advertisers seeking the elusive youth audience.

Ibiza Uncovered, Sky 1’s fly-on-the-wall show, is rapidly gaining

cult status and has proved perfect for advertisers seeking the elusive

youth audience.



The eight-part documentary is an expose of life on the island where,

every summer, the population is swelled by 100,000 British holidaymakers

- many of whom head for Ibiza’s outrageous club scene. Launched on 6

July, it topped the ratings across all satellite channels for that week,

outstripping both the Simpsons and the X-Files, two of Sky 1’s most

popular Sunday-night shows.



Advertisers buying into the first ad break were: Peugeot 106, Schweppes

Oasis, L’Oreal Elvive and Archers - all youth-oriented brands - and er,

Domestos.



For Peugeot 106, the buyer used Ibiza Uncovered to reach young upmarket

females with its Thelma and Louise-inspired ad. L’Oreal Elvive’s spot,

starring Jennifer Aniston was, according to Universal McCann, a buy into

the same audience that watches Friends.



Schweppes Oasis, meanwhile, with its ad featuring Terry Venables, chose

a slot that would help it reach 20- to 24-year-olds. Ibiza Uncovered

fitted the bill.



Client: Peugeot 106

Agency: Mediapolis

Buyer: Marie Darvill

Client: Schweppes Oasis

Agency: Zenith Media

Buyer: Bruce McGowan

Client: L’Oreal Elvive

Agency: Universal McCann

Buyer: Trudi Williams

Programme: Ibiza Uncovered TV station: Sky 1

Date: 20 July, 22.00

Break transmission time: 22.15

BARB: Housewives and children 9.4 and women 16-34 9.4 TVRS



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