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Now that Tony Blair himself is on the case, the country cannot

ignore the tragic antics of drippy Deirdre and the dastardly Jon.

The Monday episode of Corrie had millions on the edge of their seats to

see if the begoggled one would carry the can for the philandering pilot

- and at least half of that audience must have heaved a sigh of relief

to see her banged up.

Advertisers queuing up to be adjacent to Deirdre’s misfortune were the

Laughing Cow, Iceland, Brita water filters, Calgon, Kellogg’s Just Right

and Haze 2-in-1. Asking TV buyers why they bought into the centre break

generated a uniform answer.

Kellogg’s Just Right wanted to get maximum coverage in the first few

weeks of its launch. The guaranteed higher-than-usual audience on Monday

was deemed perfect for such a task.

Iceland wanted a high-performing programme and knew the Deirdre and Jon

saga would send ratings through the roof.

Monday was the first day of a heavyweight campaign for Calgon, and the

buyer gave it the best possible start during one of the highest-rating

soap episodes of the year.

CLIENT: Kellogg’s Just Right

AGENCY: J. Walter Thompson

BUYER:  Bobby Din

CLIENT: Iceland

AGENCY: TMD Manchester

BUYER:  Lisa Doran

CLIENT: Calgon

AGENCY: BMP Optimum

BUYER:  Sharn Delf

PROGRAMME: Coronation Street

TV STATION: ITV, Carlton

DATE: 30 March, 19.30

BREAK TRANSMISSION TIME: 19.39

BARB: 32 housewives with children TVRs (live)