Day 045 - 03 Nov 94 - Page 69
1
2 Q. How much would it cost for a 30-second advertisement on
3 children's television?
4 A. Again, it would depend on how many people are watching
5 it but, in general, it is about $2500 to somewhere in the
6 neighbourhood of $3,000, about a quarter to a third, but
7 again you are reaching -- it is interesting, if you look at
8 the population, about 75 per cent of the population is
9 adults and 25 per cent of the population, 20, 25, depending
10 where you make the break, is children. So, there is a 4:1
11 ratio there. It is pretty much the same with the cost in
12 buying the points to reach those different groups.
13
14 MR. MORRIS: Yes, but the children's television has more focus,
15 does it not, more concentrated viewership; is that right?
16
17 MR. JUSTICE BELL: Whether that is so, you have given the way
18 the cost is worked out.
19 A. Yes. I am not sure I understood your question.
20
21 MS. STEEL: You can buy a lot more slots on children's
22 television for your money than you can for the same amount
23 of money for adults' viewing?
24 A. You are reaching about the same amount of people with
25 each. In general, again just very general, the cost of
26 reaching one person, whether they are an adult or a child,
27 if you are targeting them, is about the same. So, if there
28 are more adults watching, and there are four times as many
29 people potentially watching in adult time than there are in
30 children's time, that is one of the reasons why the cost is
31 more.
32
33 If you take, for example -- we talked about this yesterday
34 -- in 1989, I think we were talking about, it may have
35 been a different year, about 10 per cent of the OPNAD
36 budget went against children and about 10 per cent or so of
37 the local budget also went against children. So, in total,
38 since the budgets are comparable, what we spend nationally
39 and what we spend locally, about 10 per cent of the dollars
40 go against children's advertising.
41
42 If you look at what that means so far as the number of
43 impressions that you have to give, you have to look at the
44 rating points in general. In general, everybody sort of
45 watches television over a whole year's worth of time in the
46 United States, so I will take it in general -- adults will
47 watch adult time period, kids will watch kids' time
48 period.
49
50 So, if you want to look at the number of impressions or the
51 relative number of impressions, adult to children, which is
52 probably the best way to look at it, if you can combine
53 radio and television that goes against adults, there is no
54 radio goes against children, then you look at the
55 impressions that go against children. For every eight
56 messages that an adult receives a child receives about
57 three messages. It is about the ratio.
58
59 Q. But in terms of the number of advertisements on television,
60 you could get far more slots for children for your money
