Dead Man Weds

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Dead Man Weds

  1. 1. Consumer Insights Dead Man Weds <ul><li>Driving audience and share </li></ul><ul><li>Changing audience perception </li></ul><ul><li>of ITV sitcoms </li></ul>(show ITV can do funny shows)
  2. 2. Some recent ITV sitcoms Shane Hardware Believe Nothing Sam’s Game 3.5m 15% share 3.2m 13% share 2.8m 12% share 2.3m 10% share
  3. 3. Everyone thinks ITV can’t do funny* * Newspaper TV Critics Poll Demonstrate ITV can do funny
  4. 4. Dead Man Weds revolves around the offices of The Fogburrow Advertiser and News Give away free copy Of F.A.N in the top 16-34 urbanites local paper: Metro
  5. 5. Creative agency would not create the F.A.N. in one week So we teamed up with Dave Spikey and Metro and wrote it ourselves
  6. 6. Created whatever ad sites we wanted: FP strip Fireplace OBC
  7. 7. A media first! A regional paper within a regional paper Free research! 620 interviews day after insertion
  8. 8. Consumer 56% Metro readers remembered seeing it 87% said they thought it was funny or entertaining
  9. 9. Brand 34% of Metro readers watched or recorded Dead Man Weds versus 17% of UK extra 350,000 viewers = £91,326
  10. 10. ITV demonstrated they can be funny at the top 20 agencies Dave Spikey: “I’m really happy with the Metro thing. Dead Man Weds has been ten years in the making.”

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