Day 045 - 03 Nov 94 - Page 74


     
     1        advertising, when they are directed at the adult in terms
     2        of saying to them, "You can buy this for your kids", you
     3        are saying that is only directed at the adult; the advert
     4        itself is not directed at the child?
     5        A.  Right.  It is directed towards the adult.  There may be
     6        children watching in that time period -- I do not control
     7        when children watch -- but we buy it during those times
     8        when it is considered adult programming.
     9
    10   Q.   It is exactly the same advertisement apart from the
    11        addition of maybe two words "you can buy your child" rather
    12        than "you get this when you buy a Happy Meal"?
    13        A.  Yes, it is relatively the same advertisement.
    14
    15   Q.   A child would not necessarily notice the difference even,
    16        would it?
    17        A.  If a child was watching at that time period, it would
    18        look, I think, essentially, the same as the commercial he
    19        would watch on Saturday morning, yes.
    20
    21   MR. MORRIS:  So some of the adverts shown to adults will be the
    22        ones that we saw?
    23        A.  They would be the adult ----
    24
    25   MR. JUSTICE BELL:  They would be the ones with the prices on.
    26        You will remember when they threw up the introduction you
    27        had something you had just seen, but you had after the last
    28        week you had adult?
    29        A.  That is correct.
    30
    31   MR. MORRIS:  So the budget for the showing of those adverts in
    32        adult time as opposed to on kids' TV, whatever ----
    33        A.  That is correct.
    34
    35   Q.   --- would come under your adult advertising budget?
    36        A.  Yes, it would.
    37
    38   MS. STEEL:   What about cross-over time, do you have cross-over
    39        time in the States, or do you have a section of time that
    40        is called cross-over time?
    41        A.  Yes, I think it is probably called fringe-time period.
    42
    43   Q.   Do you advertise during that time?
    44        A.  Local markets may advertise a bit during that time, but
    45        we do not generally advertise during that time period.
    46
    47   Q.   Would that be classified under ----
    48        A.  Since local markets do not run any children's
    49        advertising, it would all be adult advertising.
    50 
    51   MR. MORRIS:  That kind of advert Barbi doll with the parents, 
    52        that would be a perfect example of cross-over time? 
    53        A.  Yes, but we do not buy cross-over time for that.
    54
    55   Q.   But local?
    56        A.  Locals do not buy that time -- well, that is not true.
    57        They may buy a small portion of that time locally, but the
    58        vast majority of the adult time is bought on network and it
    59        would be during the prime time.
    60

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