Day 045 - 03 Nov 94 - Page 70
1 than you could adult slots?
2 A. No.
3
4 Q. Not in terms of the numbers viewing, but in terms of the
5 numbers of ads actually shown?
6 A. Yes, but that is a meaningless number because you can
7 show when it is -----
8
9 Q. Can you say "yes" or "no" first?
10
11 MR. JUSTICE BELL: No. Give your answer and then explain it?
12 A. Again it is a meaningless ----
13
14 MR. JUSTICE BELL: I am not sure I understood the question, so
15 you give your answer.
16 A. I cannot talk within the number of times that you
17 actually buy a commercial, because it is somewhat of a
18 meaningless number. You can buy a commercial where lots of
19 people watch it. You can buy a commercial where nobody
20 watches. So, as far as how many actual commercials and the
21 times that we actually run a commercial on television,
22 I really do not have any information because it is not
23 a -----
24
25 Q. I think what is being put to you, you may spend only, let
26 us say, 10 per cent of your television advertising budget
27 on children and 90 per cent on adults. But if you compare
28 the numbers of people you are watching who are watching the
29 children's ads on the one hand and the adult ads on the
30 other, it may not be that adults are being exposed to nine
31 times as much advertising as children?
32 A. That is correct.
33
34 Q. Because the children's ads are cheaper to put out?
35 A. That is correct. That is why the ratio -----
36
37 Q. So, if they were half the price, a reflection of the
38 exposure of children as opposed to adults, it might be
39 20:80 instead of 10:90, do you understand?
40 A. That is correct.
41
42 MR. JUSTICE BELL: Is that what you are directing yourself at?
43
44 MS. STEEL: Not quite.
45
46 MR. JUSTICE BELL: Answer that and then Ms. Steel will ask you
47 another question. How do they compare?
48 A. From my recollection, it compares 8:3 ratio. That is
49 the impressions that an adult gets versus the impressions
50 that a child gets.
51
52 Q. From your advertising?
53 A. From our advertising. That is the number of times that
54 the average adult or the average child sees our
55 commercials; the ratio is about 8:3.
56
57 MS. STEEL: You are including in that the radio and other forms
58 of advertising?
59 A. Yes, I am including the radio because that is the only
60 other real direct aspect we go against.
