Day 045 - 03 Nov 94 - Page 67


     
     1
     2   MR. JUSTICE BELL:  Do your best now.
     3        A.  -- those are the only ones I can figure.  The average
     4        rating is about seven and the cost per point is about
     5        $10,000.  So, it is about $70,000.  That is, on the three
     6        networks.  Obviously, if you are buying a cable or, for
     7        example, the Fox Network, it would be a significantly lower
     8        rating.  The higher the rating of a programme, usually the
     9        higher the cost, because then you can reach more people at
    10        one time; the lower the rating the programme, not only the
    11        lower the cost because of the number of people there, but
    12        the lower the cost overall because you are only reaching a
    13        smaller amount.
    14
    15   MR. JUSTICE BELL:  Could you just say, the three networks are?
    16        A.  The three networks are NBC, CBS and ABC.
    17
    18   Q.   Between them do they cover substantially the whole of the
    19        Continent of the United States?
    20        A.  Yes, they cover the entire United States.  The three
    21        networks today cover somewhere in, percentage-wise, 60 per
    22        cent of the population watch those three networks at any
    23        point in time.
    24
    25   Q.   So your $70,000 means that it is shown on all three, does
    26        it?
    27        A.  No, $70,000 would be to place one commercial on one
    28        network, and that particular commercial on the one network
    29        would reach seven per cent of your target audience, for
    30        example.
    31
    32   Q.   Can you explain one more thing to me?  Might one network
    33        cover various time zones?
    34        A.  No.  All networks cover the exact same coverage
    35        throughout the United States.  So that when you turn on
    36        your television, you get a choice of ABC, CBS or NBC.
    37
    38   Q.   But if you turn on your television in New York, you may be
    39        in prime time; if you turn it on in Los Angeles you will be
    40        in the middle of the afternoon or something like that?
    41        A.  Yes, the networks broadcast the same programme in
    42        different time zones at about the approximate time.
    43
    44   Q.   You book it for that programme which you know is going to
    45        come on in prime time?
    46        A.  Yes, the East Coast and the Central Coast, which is one
    47        broadcast, the mid-Continent which would include Denver
    48        would be another broadcast, but at approximately the same
    49        time.  The third zone, if you talk about time, would be the
    50        West Coast.  You would get these same programmes at 
    51        approximately the same local time. 
    52 
    53   Q.   So if you pay your $70,000 to NBC, they will put it on in
    54        East Coast and Central at, say, about the same time, and
    55        then they will put it on during the same programme, what
    56        will be a few hours later to New York during the same
    57        programme going out to California?
    58        A.  Yes.  To be very specific, if it was on at 8 o'clock in
    59        New York it would be on at 7 o'clock in Chicago because it
    60        is the same broadcast, but then it would be on at 8 o'clock

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