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

Cutting Edge’s Rogue Males was an entertaining account of how some men will do anything to earn a few bob. In the current blizzard of TV docu-soaps, Cutting Edge stands out, drawing in a strong ABC1 audience.

Cutting Edge’s Rogue Males was an entertaining account of how some

men will do anything to earn a few bob. In the current blizzard of TV

docu-soaps, Cutting Edge stands out, drawing in a strong ABC1

audience.



If the working-dad stripper’s clean living was surprising - he seemed to

spend most of his time in the bath - the nightmare antics of the crooked

cowboy builders were entertaining, though the show has since been

subject to accusations of scene-rigging.



Advertisers in the first commercial break were: AA car insurance, the

Telegraph, Equitable Life and VW finance.



The Telegraph ran an ad for its senior appointments section in the

Saturday newspaper and chose Cutting Edge for its strong AB adult

ratings.



Equitable Life’s ad about preparing for the future was a good antidote

to the shambolic background of the Cutting Edge subjects. The media

buyer targeted a slot which would deliver a sizeable ABC1 upmarket

audience.



VW chose the slot because Cutting Edge yields a late peak audience,

which is attracted by the programme’s topical nature.



Client: The Telegraph

Agency: The Network

Buyer: Nikki Vidler

Client: Equitable Life

Agency: New PHD

Buyer: Danny Stickney

Client: VW

Agency: BBJ Media Services

Buyer: Gavin Dorsett

Programme: Cutting Edge: Rogue Males

TV station: Channel 4

Date: 17 February, 21.00

Break transmission time: 21.21

Barb: Women 16-34 9.1 TVRs (live)