Magazine article Marketing

Radiowatch: ITV Network - 'Vincent'

Magazine article Marketing

Radiowatch: ITV Network - 'Vincent'

Article excerpt

For those too highbrow to indulge in ITV dramas, Vincent is ITV1's four-part detective drama starring the excellent Ray Winstone as private investigator Vincent Gallagher, 'the daddy of all private investigators'.

ITV1's increased investment in its autumn schedule appears to be paying off, as audiences return to watch programming such as The X Factor, Ant & Dec's Saturday Night Takeaway and, of course, dramas such as Afterlife and Vincent.

Vincent has been a strong contender in ITV's autumn schedule, teaming gruff Ray Winstone with intrepid former Coronation Street star Suranne Jones. The first episode performed well, gaining a 28% audience share However, as the weeks have passed, that share has suffered slightly, dropping to 25% in the second week and 23% in the third.

The show has attracted a significant number of women viewers, which could be due to the 'will-they-won't-they' malarkey of the private-eye partners as much as the allure of Ray Winstone.

M&C Saatchi has employed Vincent's most sellable asset to best effect, using Winstone's distinctive voice in a very simple 40-second ad. …

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