Day 045 - 03 Nov 94 - Page 72


     
     1        times, again I will use it in times, but how many times
     2        someone sees our commercials, which then means that how
     3        many times are they affected by those commercials, the
     4        ratio that you indicated would be correct.  To take it back
     5        to money is difficult for me.  I can do it in impressions
     6        which are equal.  If you say one adult impression is equal
     7        to one child impression, then in the course of time that
     8        ratio that you said would be relatively accurate.  I hope
     9        I have -- this does not seem to be as clear as I would like
    10        to make it but I hope we are making it clear.
    11
    12   MS. STEEL:  Are you seriously saying that you do not know how
    13        many times your advertisements are shown each week?
    14        A.  We could go back and collect, but you look at the
    15        number of rating points you bought in the week; you do not
    16        look at the number of commercials you buy in a week
    17        because, again, the commercials do not mean anything.  It
    18        is how many people watch them that means something.  So,
    19        again let me just try, if you bought a 100 rating points in
    20        one week against adults, that means that the average adult
    21        saw your commercial one time.  That is just the way that
    22        the research is done.
    23
    24   MR. JUSTICE BELL:  That is the way it would work out at the end
    25        of the day?
    26        A.  Yes, that is right.  At the end of the day, at the end
    27        of that week, so if I bought 100 rating points for adults
    28        and 100 rating points for kids during the same week.
    29
    30   Q.   If you showed a half hour ad in a slot which had seven
    31        rating points, it would mean 7 in every 100 people would
    32        see that ad?
    33        A.  That is correct.  So now I will show another one
    34        later.  Some of those 7 will have watched and maybe it is
    35        another sum.
    36
    37   Q.   You pick up another 3?
    38        A.  That is correct.  That is why they are called "gross
    39        rating points".  At the end week the average is that one
    40        customer, every adult, if I am buying 100 rating points,
    41        will have seen that commercial one time.  If you look at
    42        rating point ratios, which maybe is the best way to do it,
    43        it goes right back to what you are talking about, 5.5 to 6
    44        versus 3.
    45
    46   MS. STEEL:  So if you buy 100 rating points, and that is all you
    47        are concerned about, does that mean the television company
    48        can put on your advertisements wherever they want as long
    49        as they make sure you get 100 rating points?
    50        A.  No.  The advertising agency obviously try to select 
    51        those programmes hat not only they think are proper for 
    52        McDonald's to advertise in, but that have a good mix and of 
    53        high rated programming.
    54
    55   Q.   So they decide when you adverts are going to go on?
    56        A.  Yes.  They obviously come back to us and say:  "We are
    57        going to buy on a long-term basis; we are going to buy this
    58        particular programme because we think the environment is
    59        good for McDonald's to advertise in".
    60

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