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.
