Day 043 - 01 Nov 94 - Page 45
1
2 Q. Certainly in the States, the majority of expenditure goes
3 on television advertising?
4 A. That is correct, too.
5
6 Q. Something like 85 per cent of local advertising?
7 A. National and local; the majority of it is on
8 television.
9
10 Q. Yes. Does that relate directly to time, or not? What
11 I have in mind is if, for instance, you showed children's
12 ads more often, over a given period of months, than you
13 showed adult ads, then money might not be an accurate
14 indicator of the proportion of television time or of the
15 amount of exposure?
16 A. Well----
17
18 Q. Similarly -- if I can just put the second possibility as
19 well. There may be others. If adult or cross-over time is
20 much more expensive -- I do not know whether it is more
21 expensive or not -- than, say, 4 o'clock in the afternoon,
22 4.30, again, expenditure might not be an accurate indicator
23 of exposure time, or whatever name you give it. Can you
24 comment on either of those two matters?
25 A. Yes. Adult time, or time that is called "prime time",
26 is more expensive than buying children's time. Probably,
27 another way to look at it would be to look at it from the
28 point of view of how many times the message is being given
29 over a period of time and how many of the target audience
30 are watching that particular programme. It gets into the
31 notion of a rating point; and a rating point, essentially,
32 is what portion of the particular target audience that you
33 are looking for is watching that particular programme. So,
34 if there were a hundred people, for example, in the
35 audience that you were searching for and seven of them were
36 watching that particular programme at that particular time,
37 it would get a seven rating point, or seven per cent, but
38 it is a seven rating point.
39
40 So we buy commercials to adults and also commercials to
41 children based on rating points in the United States.
42
43 Q. But do numbers of children score as numbers of adults do,
44 or do they have a lesser score?
45 A. Well, it would be, again, just a percentage of the
46 total universe of children that would be watching that
47 particular programme; and then you add them together, and
48 that is when you get to a gross rating point. We will buy,
49 for example, in the average week, we will buy somewhere in
50 the neighbourhood of 300 to 350 gross rating points against
51 adults. That sort of varies, on and off. We will
52 purchase, maybe, 100 to 150 gross rating points to
53 children.
54
55 MR. JUSTICE BELL: Thank you.
56
57 MR. RAMPTON: Perhaps I can ask an additional question, if his
58 Lordship will forgive me?
59
60 MR. JUSTICE BELL: Please do, because what at the end of the day
