Consumer Insights

Dead Man WedsDead Man Weds

• Driving audience and shareDriving audience and share

• Changing audience perceptionChanging audience perception

of ITV sitcomsof ITV sitcoms

(show ITV can do funny shows)(show ITV can do funny shows)

Some recent ITV sitcoms

Shane

Hardware

Believe Nothing

Sam’s Game

3.5m15% share

3.2m13% share

2.8m12% share

2.3m10% share

Everyone thinks ITV can’t do funny*

* Newspaper TV Critics Poll

Demonstrate ITV can do funny

Dead Man Weds revolves around the offices of

The Fogburrow Advertiser and News

Give away free copyOf F.A.N in the top

16-34 urbaniteslocal paper: Metro

Creative agency would not create the F.A.N.

in one week

So we teamed up with Dave Spikey and Metroand wrote it ourselves

Created whatever ad sites we wanted:

FP stripFireplace

OBC

A media first!A regional paper within a regional paper

Free research!620 interviews day after insertion

56% Metro readers remembered seeing it

Consumer

87% said they thoughtit was funny

or entertaining

34% of Metro readers watched or recorded

Dead Man Wedsversus

17% of UK

extra 350,000 viewers

= £91,326

Brand

ITV demonstratedthey 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.”