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

Rapture is what multi-channel TV should be about - a niche channel serving a discrete audience (of 12- to 20-year-olds), offering an alternative to existing channels.

Rapture is what multi-channel TV should be about - a niche channel

serving a discrete audience (of 12- to 20-year-olds), offering an

alternative to existing channels.



Rapture launched at the end of last year and has attracted a raft of

advertisers keen to reach this tightly defined audience. Train-spotters

is a Saturday night slot showcasing new music from unsigned bands and

their videos.



According to Eidos’s media buyer, ’There’s certainly room for a small

channel like Rapture delivering the right sort of audience.’ The

environment was ideally suited to Tomb Raider, as well as the hottest of

the current computer games, Fighting Force. Although both products have

a broad target market, they were looking for a core audience of young

males.



This spot for the Regular Army was part of a rounded ad campaign on the

channel. The media buyer and the client, the Central Office of

Information, have worked closely with Rapture to develop editorial

suitable for the Army’s target audience of 15- to 20-year-olds. The spot

ads carried a direct response mechanism to monitor impact, while links

were developed between Rapture’s Website and that of the Regular

Army.



Client: Eidos, Tomb Raider

Agency: The Network

Buyer: Anthony Grenidge

Client: The Regular Army

Agency: MediaVest

Buyer: Kevin West

Client: Eidos, Fighting Force

Agency: The Network

Buyer: Anthony Grenidge

Programme: Trainspotters

TV Station: Rapture

Date: 24 January, 19.30

Break transmission time: 19.40

BARB: Not available



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