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

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