Day 043 - 01 Nov 94 - Page 17

     
     1   MR. RAMPTON:  If you want to have a look to remind yourself --
     2        my Lord, I hope that is all right -- they are given on----
     3
     4   MR. JUSTICE BELL:  Page 2.
     5
     6   MR. RAMPTON:   Page 2.  You told us:  "In 1989, approximately
     7        $240 million was spent on national advertising, of which
     8        just over $21 million, or 9 per cent of the total, was
     9        spent in respect of children's advertising."   That is the
    10        national basis?
    11        A.  That is correct.
    12
    13   Q.   Then the next paragraph tells us what the figures were for
    14        local advertising?
    15        A.  That is correct.
    16
    17   Q.   If you take the same year, where the children's figure was
    18        11 per cent, and add it to the 9 per cent of the national
    19        figure, then you come out with 20 per cent?
    20        A.  Actually, I think you have fallen into the same error
         that I have.  They are not added.  You have to look at them
    22        on a separate basis.  If you add them together, they are
    23        approximately between 9 and 11 per cent of the whole.
    24
    25   MR. RAMPTON:  Yes, I see.
    26        A.  That is the correct number.
    27
    28   MR. JUSTICE BELL:  So it is a little either side of 10 per cent?
    29        A.  Yes.
    30
    31   MS. STEEL:  Can I just ask what is the figure on the last line
    32        of paragraph (4), because we have "copy" across our
    33        statements and cannot read it.
    34
    35   MR. JUSTICE BELL:  28 million or 11 per cent.
    36
    37   MS. STEEL:  11 per cent.  Thank you.
    38
    39   MR. JUSTICE BELL:  Where I got baffled was adding a percentage
    40        of local to a percentage of national and saying that the
         total was a percentage of the overall.
    42
    43   MR. RAMPTON:  It was entirely my fault.
    44
    45   THE WITNESS:   I am afraid I fell into the same problem.
    46
    47   MR. RAMPTON:   I made a simple arithmetical blunder, and so did
    48        Mr. Green.
    49
    50             (To the witness)  Can we have a revised figure for the 
    51        whole of the United States of America, on a rough annual 
    52        basis, for the amount of the advertising spend, a 
    53        percentage of the advertising spend, which is attributable
    54        to children's advertising?
    55        A.  Yes.  These are the correct numbers that you see on
    56        page 21.
    57
    58   Q.   On page 21?  You have a page number which I have not.  I am
    59        going to come back to children's advertising in much
    60        greater detail later on, Mr. Green.  Just while you have