Day 043 - 01 Nov 94 - Page 46

     
     1        I am looking for is whether, in fact, amounts of money and
     2        percentage of turnover reflect the actual working exposure.
     3
     4   MR. RAMPTON:  Exactly.
     5
     6             (To the witness)  What I was going to ask, because it
     7        might help his Lordship in the end, is whether one can draw
     8        any conclusions about whether, in fact, the exposure of
     9        advertisements on television to children exceeds, as a
    10        percentage of showing time, the percentage attributed to
    11        children's advertising by budget?
    12        A.  Again, I am not so sure I can understand the question.
    13        Can you say it one more time?
    14
    15   Q.   I will ask a different question.  Suppose you are able to
    16        say that maybe 10 or 11 per cent of the expenditure is
    17        devoted to children's advertising, is it safe to assume
    18        that no more than 10 or 11 per cent of television exposure
    19        is also devoted to children?
    20        A.  Yes, within the context of I think that you are saying
         it.  But, actually, if you look at gross rating points,
    22        which is a measure of the frequency by which people watch
    23        commercials over a period of time, I would say that if you
    24        look at all of the commercials we go against adults and how
    25        many times they are going to watch our commercials, our
    26        super heavy user or a heavy user of McDonald's, and you
    27        compare that to children, I would say that children was
    28        about two thirds or a half of what the adult gross rating
    29        points would be.
    30
    31   MR. RAMPTON:   Yes.  I am not sure that I quite know where that
    32        leads.
    33
    34   MR. JUSTICE BELL:  Let me just put a proposition to you, so that
    35        you can knock it down.  Would that mean, if it is wrong,
    36        would that mean that although, for instance, you only spend
    37        10 per cent of your television budget, let us say, on
    38        advertising directed specifically at children, two thirds
    39        of the television time covered by your ads is during
    40        children's watching periods?
         A.  No.  There will be a lot less commercials in children's
    42        time period, if you talk about the commercials themselves,
    43        but they have a bit of a higher rating against children,
    44        because they seem to be more concentrated in this time
    45        period, than they might have against 18 to 49s in an older
    46        time period, or an older viewing time period.
    47
    48        I think the best way that I could try to explain it is if
    49        you try to base this on the number of times someone will
    50        watch your commercial.  In an average four week period of 
    51        time, that what are trying to find out, or in an average 
    52        week, with the time you are trying to find out how many 
    53        times the average person in that category would watch a
    54        commercial; and in the adult area, the average person
    55        probably watches a particular McDonald's commercial three
    56        or four times a week, and, in the kids' time period,
    57        children's time period, they would watch it somewhere
    58        around two or three times a week.
    59
    60             That is probably the best way that I can explain it.