Day 045 - 03 Nov 94 - Page 71


     
     1
     2   Q.   What about exclusively television?
     3        A.  It is about 5:3.
     4
     5   MR. JUSTICE BELL:  Before Ms. Steel asks you anything more,
     6        I want to make sure I have understood that.  Does that mean
     7        that although 10 per cent of your advertising budget may go
     8        on children's advertising, and the other 90 per cent on
     9        adult advertising, the ratio coverage is three portions of
    10        children to five of adults.  So, that the actual exposure
    11        is not one part to nine parts; it is three parts to five
    12        parts, or have I just not followed?
    13        A.  Yes, within television alone, without looking at radio
    14        or any others, within television alone in the ratio basis,
    15        if you look at all of the commercials that we run over a
    16        period of time, the ratio would be approximately 5, 5.5 to
    17        3, exactly what I think you were talking about, impressions
    18        against that total universe.  So, all adults versus all
    19        kids would have that ratio.  Every child would see an
    20        average of around three; every adult would see an average
    21        of around five, 5.5.
    22
    23   Q.   I am not sure it is quite the same thing as I was putting.
    24
    25   MS. STEEL:  I have another question which may help.  If somebody
    26        watched television non-stopped for a week, just one of the
    27        channels ----
    28        A.  The average child would see three McDonald's
    29        commercials, the average child in a week, you know,
    30        approximately, the average child sees three commercials.
    31
    32   Q.   No, but what I am asking is how many children's
    33        advertisements are shown in a week and how many adults'
    34        advertisements are shown in a week?
    35        A.  Since it is a meaningless number, I have no idea.
    36
    37   Q.   You have no measurement?
    38        A.  No, it is not measured.  It is meaningless because it
    39        is not how many times you show something; it is how many
    40        times someone sees it.  It has nothing to do with how many
    41        times you show it.  It has everything to do with how many
    42        times you see it.
    43
    44   MR. JUSTICE BELL:  I may have been on the wrong line then.
    45        Suppose you have five plus three, eight parts, so I can
    46        turn it into percentages: If you put eight parts into 100,
    47        you get 12.5.  So, if you multiply that 12.5 by three, you
    48        get 37.5 per cent in the children's sector.  You get 62.5
    49        per cent in the adult sector.  I was, therefore, looking at
    50        it in these terms: although it only costs 10 per cent of 
    51        your budget, in fact 37.5 per cent of your television 
    52        advertising is directed at children, and 62.5 per cent is 
    53        directed at adults.  But you say: "No, that is not the way
    54        we approach it at all.  We are looking at how many adults
    55        on the one hand see our advertising how often, and how many
    56        children, on the other hand, see our advertising, how
    57        often"?
    58        A.  Other than cost, it is difficult to break down.  You
    59        could break it down into mass impressions, but I think if
    60        you wanted to give a feeling for the ratio of how many

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