Day 043 - 01 Nov 94 - Page 15

     
     1        out at 14 per cent of the total.  Is that about right, do
     2        you think, as a figure for most years, or not?
     3        A.  Yes.  It has varied a bit; and, as a matter of fact, on
     4        a national basis, it is more now than it was back in 1991,
     5        because the local advertising against children's
     6        advertising has been less, and more has been picked up
     7        nationally.
     8
     9   Q.   So if we want to know what, in percentage terms, the total
    10        spent by the organisation throughout the country was on
    11        children's advertising, this is not the final figure?
    12        A.  No.  It is just part of the figure.
    13
    14   Q.   So what do we add on to that figure to get the total?
    15        A.  The local expenditures.
    16
    17   Q.   Roughly what percentage should we add on to get total
    18        children's percentage?
    19        A.  Well, I do not remember year by year, but I believe it
    20        is approximately 20 per cent.
    21
    22   Q.   What, the whole is 20 per cent?
    23        A.  That is correct.
    24
    25   Q.   So here we would be adding six per cent?
    26        A.  Yes.
    27
    28   MR. JUSTICE BELL:  I do not follow that, Mr. Rampton.
    29
    30   MR. RAMPTON:  I think my question was:  how much more do we add
    31        to the percentage to arrive at the total percentage for the
    32        whole country spent on children's advertising?  Mr. Green,
    33        I think, told us that the total percentage, roughly
    34        speaking, annually, spent on children's advertising, total
    35        percentage of the advertising expenditure was 20 per cent.
    36        So I merely took 14 away from 20 and attributed that to
    37        local advertising.  But it may not be right.
    38
    39   MR. JUSTICE BELL:  I am sorry, I am being very slow.  Where is
    40        the 14?
    41
    42   MR. RAMPTON:  It is my fault.  I went too quickly.  The second
    43        half.
    44
    45   MR. JUSTICE BELL:  I am faintly baffled, because I cannot read a
    46        single one of the headings at the top of the box.
    47
    48   MR. RAMPTON:  I cannot, either.
    49
    50   MR. JUSTICE BELL:  So I am completely lost as to what the 
    51        figures are supposed to be at the moment. 
    52 
    53   MR. RAMPTON:  Perhaps Mr. Green can help us?
    54        A.  The copy here, as I read it, has a column which says
    55        approximately 11 per cent, or 28 million of the total
    56        $249 million.
    57
    58   Q.   What is "network residuals", underneath that?
    59        A.  The network residuals would also include residuals for
    60        both children's television, as well as adult television.