Day 045 - 03 Nov 94 - Page 68


     
     1        local time in the Central Mountain, and then again would be
     2        on at 8 o'clock local time in the West.
     3
     4   Q.   You get all that for your $70,000?
     5        A.  Yes, that is correct, you get full coverage in the
     6        United States for that one programme.
     7
     8   MS. STEEL:  What about sports, what kind of rating would that
     9        normally be given?
    10        A.  It depends on the sporting event.  The Super Bowl would
    11        get probably the highest ratings of the year and-----
    12
    13   Q.   What would that be?
    14        A.  Oh, somewhere in the neighbourhood of 30 plus.  That
    15        means 30 per cent of the United States and sometimes higher
    16        would be watching at the same time of your target
    17        audience.  Then other sports would be as low as 1 or 2 per
    18        cent and some, as you get into the championships and into
    19        the final round, would have significantly higher ratings.
    20        Those are not delayed.  Those are shown at one time
    21        throughout the country.
    22
    23   MR. JUSTICE BELL:  Because you want to see it live anyway,
    24        whatever time of the day it is?
    25        A.  That is correct.
    26
    27   MS. STEEL:  Right, and what would the Olympics qualify as, would
    28        that be a big one?
    29        A.  Yes, Olympics would be a fairly high-rated programme.
    30        It would be also an expensive programme.  There is a
    31        premium usually tied to buying event-type programmes like
    32        the Olympics or the Super Bowl.
    33
    34   Q.   How much would that premium be?
    35        A.  It ranges; it could be anywhere from 20 per cent to
    36        maybe 40 per cent higher than what a normal rating would be
    37        for that type of programme.
    38
    39   Q.   So roughly how much ----
    40
    41   MR. MORRIS:  Say for the Super Bowl?
    42        A.  I could not remember the cost. The cost per spot is
    43        significantly higher than $70,000 for Super Bowl.
    44
    45   MR. MORRIS:  It might be 300,000?
    46        A.  Yes, it could be.  It is difficult for me to speculate
    47        because I cannot remember, but it would be in the range of
    48        $300,000 to $500,000.
    49
    50   MS. STEEL:  You mentioned the $10,000; is that per rating 
    51        point? 
    52 
    53   MR. JUSTICE BELL:  We have the picture in the field.  Do we
    54        actually have to go into the figures any further?
    55
    56   MS. STEEL:  I am trying to clarify something. The $10,000, is
    57        that 10,000 per rating point, does that remain standard and
    58        it is just the rating points that change?
    59        A.  No, that is the average.  Some may be lower, some might
    60        be higher, but that is about the average.

Prev Next Index