Programme Analysis: Bliss – W/E 15/06/97

ITV will no doubt be disappointed that its new peaktime glossy drama Bliss failed to outdo BBC1’s “fly-on-the-wall” documentary Airport in terms of audience figures.

On the evening of Thursday 12 June Bliss had a consolidated TVR of 13 (6.883 million) while Airport pipped it at the post with a TVR of 14 (7.805 million). While the lack of Men watching Bliss (11 TVRs compared to 18 for Women and 19 for Housewives) may not be totally surprising considering the nature of the programme, the advertising which was shown during the centre-breaks did not reflect this disparity.

There were, of course, a couple aimed blatantly at females (L’Oreal lipstick and Sainsburys) but there were also others which could be considered more male-biased, such as Ford Puma, AA and Threshers. Other advertisers included PPP Healthcare, which tied in neatly with Bliss‘s medical theme, McDonalds, Shredded Wheat, Ribena, Rice Crispies and Futuroscope. Airport on the other hand had a higher Male audience at 15 TVRs with a slightly lower figure than Bliss for Women and Housewives.

Looking at audiences by region, Bliss appeared to have a stronger following in the Northern half of the country with its best figures in the North East, Border and North Scotland while Airport, following life at Heathrow, predictably had its highest audiences in the South West, East, South South East and London. Beechgrove Garden was shown in Central Scotland and North Scotland on BBC1 in place of Airport.

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