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

So, poor Trevor McDonald has been moved from ITV’s 10pm slot to 6.30pm, facing stiff competition from the BBC and Channel 5, who both broadcast half an hour earlier. Meanwhile, Sky has slipped into Trev’s vacated slot with the Sky News at Ten.

So, poor Trevor McDonald has been moved from ITV’s 10pm slot to

6.30pm, facing stiff competition from the BBC and Channel 5, who both

broadcast half an hour earlier. Meanwhile, Sky has slipped into Trev’s

vacated slot with the Sky News at Ten.



Campaign will miss Trev because we are usually still slaving away while

he appears at the earlier time of 6.30pm. But the new slot is guaranteed

to pull in a good ABC1 audience in early peaktime. And with a 90-second

ad break, advertisers get an uncluttered showing.



Advertisers in the first ad break were Seat Toledo, British Gas and

Weetabix’s Fruitibix.



Seat Toledo was put in the slot because it guaranteed a strong early

peaktime audience of its core market of ABC1 adults.



British Gas ran its ’expertise’ work, which reassures customers of its

quality of service, during early peak, attracting light viewers who

normally watch BBC news.



The buyer for Fruitibix chose the ad break because it provided the

perfect environment for the upmarket cereal that can be consumed at any

time of day - particularly by women who get the munchies just before

supper.



Client: Seat Toledo

Agency: BBJ Media Services

Buyer: Emma Hughes

Client: British Gas

Agency: BMP OMD

Buyer: George Patten

Client: Fruitibix

Agency: Western International

Buyer: Becky Pledger

Programme: ITV Evening News

Station: ITV, Granada region

Date: Wednesday 17 March, 18.30

Break transmission time: 18.43

BARB: ABC1 women and adults 13TVRs (live)



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