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

ER is one of those shows that have become Channel 4’s stock in trade - a quality US import that draws in the right kind of viewer.

ER is one of those shows that have become Channel 4’s stock in

trade - a quality US import that draws in the right kind of viewer.



But ER is now on Sky after the satellite operator took over the show as

part of a deal with Warner Brothers. The new series of the hospital

drama started on Sky One last Thursday and eight advertisers scrabbled

to get into the first ad break: McDonald’s, BT, Olivio, Peperami,

Hyundai, EMI, McVitie’s and Nurofen.



The advertisers were keen to capitalise on the publicity generated by

the show’s move to Sky and was confident the programme would deliver

young viewers, as it did on Channel 4.



McVitie’s wanted to build on the hype Sky had created around the event -

the first time ER had been filmed live - for its Go Ahead campaign,

targeting housewives with children.



The media buyer for McDonald’s wanted to build one-plus cover rapidly

for its Hercules promotion and the spot, first in the break, helped

achieve this.



BT was tapping into ER’s female audience. And the commercial, for the BT

pager, suited the emergency ward setting.



Client: McDonald’s

Agency: Leo Burnett

Buyer: John Baylon

Client: BT

Agency: Negotiation Centre

Buyer: Martin Shaw

Client: McVitie’s

Agency: Leo Burnett

Buyer: Jim Krauer

Programme: ER

TV station: Sky One

Date: 23 October, 22.00

Break transmission time: 22.10

BARB: Housewives with children 7 TVRs (live)



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