Day 045 - 03 Nov 94 - Page 72
1 times, again I will use it in times, but how many times
2 someone sees our commercials, which then means that how
3 many times are they affected by those commercials, the
4 ratio that you indicated would be correct. To take it back
5 to money is difficult for me. I can do it in impressions
6 which are equal. If you say one adult impression is equal
7 to one child impression, then in the course of time that
8 ratio that you said would be relatively accurate. I hope
9 I have -- this does not seem to be as clear as I would like
10 to make it but I hope we are making it clear.
11
12 MS. STEEL: Are you seriously saying that you do not know how
13 many times your advertisements are shown each week?
14 A. We could go back and collect, but you look at the
15 number of rating points you bought in the week; you do not
16 look at the number of commercials you buy in a week
17 because, again, the commercials do not mean anything. It
18 is how many people watch them that means something. So,
19 again let me just try, if you bought a 100 rating points in
20 one week against adults, that means that the average adult
21 saw your commercial one time. That is just the way that
22 the research is done.
23
24 MR. JUSTICE BELL: That is the way it would work out at the end
25 of the day?
26 A. Yes, that is right. At the end of the day, at the end
27 of that week, so if I bought 100 rating points for adults
28 and 100 rating points for kids during the same week.
29
30 Q. If you showed a half hour ad in a slot which had seven
31 rating points, it would mean 7 in every 100 people would
32 see that ad?
33 A. That is correct. So now I will show another one
34 later. Some of those 7 will have watched and maybe it is
35 another sum.
36
37 Q. You pick up another 3?
38 A. That is correct. That is why they are called "gross
39 rating points". At the end week the average is that one
40 customer, every adult, if I am buying 100 rating points,
41 will have seen that commercial one time. If you look at
42 rating point ratios, which maybe is the best way to do it,
43 it goes right back to what you are talking about, 5.5 to 6
44 versus 3.
45
46 MS. STEEL: So if you buy 100 rating points, and that is all you
47 are concerned about, does that mean the television company
48 can put on your advertisements wherever they want as long
49 as they make sure you get 100 rating points?
50 A. No. The advertising agency obviously try to select
51 those programmes hat not only they think are proper for
52 McDonald's to advertise in, but that have a good mix and of
53 high rated programming.
54
55 Q. So they decide when you adverts are going to go on?
56 A. Yes. They obviously come back to us and say: "We are
57 going to buy on a long-term basis; we are going to buy this
58 particular programme because we think the environment is
59 good for McDonald's to advertise in".
60
