Day 045 - 03 Nov 94 - Page 73
1 Q. Who is "they"?
2 A. "They" being the advertising agency.
3
4 Q. The advertising agency?
5 A. That is correct. They will say: "We are going to
6 negotiate with NBC for a particular programme. We will
7 call it LA Law; for example. We will buy LA Law over a
8 13-week period of time. Maybe we will buy it five or six
9 times", and because you can look into ratings book, which
10 is how this is all done, you can sort of predict how many
11 people will be watching during that particular time slot.
12 So, when we say: "Please go out and buy 100 rating points
13 over a period of time", they will then come back to us and
14 say: "Here is what we have negotiated with the networks;
15 we think this is a good buy".
16
17 Q. But they do not tell you how many times the advert gets
18 shown in a week?
19 A. I am sure they can count it up and tell you how many
20 times. If I could try to remember what the average rating
21 point for every single commercial over a year would be,
22 I probably could figure out that number.
23
24 MR. JUSTICE BELL: But you do not want to know that; you want to
25 know what proportion of the population you have got to?
26 A. That is correct.
27
28 MR. MORRIS: Are all your adult programmes in the most expensive
29 prime time?
30 A. No, there is a mix. For example, a network would not
31 sell all of its highest rated programming to one
32 advertisement. It has many advertisers that want to
33 purchase.
34
35 Q. So some of the time is between the end of children's
36 television and after the watershed, kind of thing?
37 A. I misunderstood your question. Almost all of our
38 advertising is between, as I indicated before, that
39 8 o'clock and 10 o'clock and on the weekends and sports,
40 and then we buy a lot of cable and other kinds of
41 programming as well.
42
43 It would be a different cost depending on how many people
44 were watching between 8 o'clock and 10 o'clock. The
45 average is what I gave you, which was about the seven
46 rating and about $10,000 of rating points.
47
48 Q. How much of your adult programming is aimed at adults only,
49 does not have any children in it?
50 A. All of our adult advertising is aimed at adults only.
51 During that time there may be other people, children may be
52 watching during that time, but it does not count, you know,
53 in our look at it because the advertising is directed
54 towards adults and the rating points we are paying for are
55 the adult rating points. Just like when parents watch
56 Saturday morning children's programming, we are not looking
57 for the parent there, so we are only looking at the rating
58 points for the children.
59
60 MS. STEEL: So the Barbi dolls and the things like that you are
