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

ITV’s new Sunday night drama, Wokenwell, has been described as a darkly comic murder mystery and begins with the finding of a woman’s severed finger.

ITV’s new Sunday night drama, Wokenwell, has been described as a

darkly comic murder mystery and begins with the finding of a woman’s

severed finger.



This ITV early Sunday night spot is a traditional favourite with

advertisers, with a good record of pulling in a strong and upmarket

audience. There were eight advertisers in the first break: Toyota, Boots

Opticians, Kenco Coffee, L’Oreal, Kraft Philadelphia, Whiskas, Jolly

Rancher and I Can’t Believe It’s Not Butter.



Boots was looking for upmarket light viewers, many of whom tuned in to

this drama if the opening episode’s performance is anything to go

by.



The client aims to be in the first episode of a new programme,

guaranteed to catch viewers who are trying out a programme and may not

return for episode two.



Whiskas was in search of an ABC1 audience with a female bias.



Kenco’s buying is drama-centric; it believes this will pull in more

select viewers than game shows and so deliver less wastage - important

for a premium brand.



Jolly Rancher’s appearance was part of an on-going television

advertising test.



Client: Whiskas

Agency: Media Centre

Buyer: Matt Eaton

Client: Kenco

Agency: Zenith Media

Buyer: Chris Nolan

Client: Jolly Rancher

Agency: Expert Media

Buyer: Nick Barron

Programme: Wokenwell

TV station: ITV, Granada

Date: 18 May, 20.00

Break transmission time: 20.20

BARB: housewives 26.3 TVRs (live)