Day 045 - 03 Nov 94 - Page 67
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2 MR. JUSTICE BELL: Do your best now.
3 A. -- those are the only ones I can figure. The average
4 rating is about seven and the cost per point is about
5 $10,000. So, it is about $70,000. That is, on the three
6 networks. Obviously, if you are buying a cable or, for
7 example, the Fox Network, it would be a significantly lower
8 rating. The higher the rating of a programme, usually the
9 higher the cost, because then you can reach more people at
10 one time; the lower the rating the programme, not only the
11 lower the cost because of the number of people there, but
12 the lower the cost overall because you are only reaching a
13 smaller amount.
14
15 MR. JUSTICE BELL: Could you just say, the three networks are?
16 A. The three networks are NBC, CBS and ABC.
17
18 Q. Between them do they cover substantially the whole of the
19 Continent of the United States?
20 A. Yes, they cover the entire United States. The three
21 networks today cover somewhere in, percentage-wise, 60 per
22 cent of the population watch those three networks at any
23 point in time.
24
25 Q. So your $70,000 means that it is shown on all three, does
26 it?
27 A. No, $70,000 would be to place one commercial on one
28 network, and that particular commercial on the one network
29 would reach seven per cent of your target audience, for
30 example.
31
32 Q. Can you explain one more thing to me? Might one network
33 cover various time zones?
34 A. No. All networks cover the exact same coverage
35 throughout the United States. So that when you turn on
36 your television, you get a choice of ABC, CBS or NBC.
37
38 Q. But if you turn on your television in New York, you may be
39 in prime time; if you turn it on in Los Angeles you will be
40 in the middle of the afternoon or something like that?
41 A. Yes, the networks broadcast the same programme in
42 different time zones at about the approximate time.
43
44 Q. You book it for that programme which you know is going to
45 come on in prime time?
46 A. Yes, the East Coast and the Central Coast, which is one
47 broadcast, the mid-Continent which would include Denver
48 would be another broadcast, but at approximately the same
49 time. The third zone, if you talk about time, would be the
50 West Coast. You would get these same programmes at
51 approximately the same local time.
52
53 Q. So if you pay your $70,000 to NBC, they will put it on in
54 East Coast and Central at, say, about the same time, and
55 then they will put it on during the same programme, what
56 will be a few hours later to New York during the same
57 programme going out to California?
58 A. Yes. To be very specific, if it was on at 8 o'clock in
59 New York it would be on at 7 o'clock in Chicago because it
60 is the same broadcast, but then it would be on at 8 o'clock
