Day 045 - 03 Nov 94 - Page 71
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2 Q. What about exclusively television?
3 A. It is about 5:3.
4
5 MR. JUSTICE BELL: Before Ms. Steel asks you anything more,
6 I want to make sure I have understood that. Does that mean
7 that although 10 per cent of your advertising budget may go
8 on children's advertising, and the other 90 per cent on
9 adult advertising, the ratio coverage is three portions of
10 children to five of adults. So, that the actual exposure
11 is not one part to nine parts; it is three parts to five
12 parts, or have I just not followed?
13 A. Yes, within television alone, without looking at radio
14 or any others, within television alone in the ratio basis,
15 if you look at all of the commercials that we run over a
16 period of time, the ratio would be approximately 5, 5.5 to
17 3, exactly what I think you were talking about, impressions
18 against that total universe. So, all adults versus all
19 kids would have that ratio. Every child would see an
20 average of around three; every adult would see an average
21 of around five, 5.5.
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23 Q. I am not sure it is quite the same thing as I was putting.
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25 MS. STEEL: I have another question which may help. If somebody
26 watched television non-stopped for a week, just one of the
27 channels ----
28 A. The average child would see three McDonald's
29 commercials, the average child in a week, you know,
30 approximately, the average child sees three commercials.
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32 Q. No, but what I am asking is how many children's
33 advertisements are shown in a week and how many adults'
34 advertisements are shown in a week?
35 A. Since it is a meaningless number, I have no idea.
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37 Q. You have no measurement?
38 A. No, it is not measured. It is meaningless because it
39 is not how many times you show something; it is how many
40 times someone sees it. It has nothing to do with how many
41 times you show it. It has everything to do with how many
42 times you see it.
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44 MR. JUSTICE BELL: I may have been on the wrong line then.
45 Suppose you have five plus three, eight parts, so I can
46 turn it into percentages: If you put eight parts into 100,
47 you get 12.5. So, if you multiply that 12.5 by three, you
48 get 37.5 per cent in the children's sector. You get 62.5
49 per cent in the adult sector. I was, therefore, looking at
50 it in these terms: although it only costs 10 per cent of
51 your budget, in fact 37.5 per cent of your television
52 advertising is directed at children, and 62.5 per cent is
53 directed at adults. But you say: "No, that is not the way
54 we approach it at all. We are looking at how many adults
55 on the one hand see our advertising how often, and how many
56 children, on the other hand, see our advertising, how
57 often"?
58 A. Other than cost, it is difficult to break down. You
59 could break it down into mass impressions, but I think if
60 you wanted to give a feeling for the ratio of how many
