Day 046 - 04 Nov 94 - Page 06
1 A. That is correct. It is very reliable. Obviously,
2 since people spend literally millions and millions of
3 dollars on it, based on the research information.
4
5 MR. MORRIS: Is the rating figure based on both the percentage
6 of the target audience and the numbers of the audience?
7 A. There would be somewhat----
8
9 Q. Is there an element of both?
10 A. Yes. It is one and the same. If a particular audience
11 has, let us say, a million people in it -- if you are
12 talking about adults -- let us say there is a million
13 people in the United States, then a seven rating would mean
14 that seven per cent of that million people were watching.
15 So one rating point is equal to one per cent of the
16 population you are trying to rate. So-----
17
18 MR. MORRIS: Yes. But a rating point of seven that was focused
19 on the population of 30,000 would not be as lucrative to
20 you as a rating point of seven that was focused on a
21 population of million, would it? You would have to know
22 what the total audience -- the total target population.
23
24 MR. JUSTICE BELL: I am not sure that is what Mr. Green has
25 said.
26
27 (To the witness) Let me just put it to you, merely because
28 I need to know that I am understanding. The rating points
29 are related, really, to your target audience?
30 A. That is correct.
31
32 Q. Because it does not mean that an audience of five million
33 is more valuable than an audience of one million, if you
34 could say that the other four million would never in a
35 month of Sundays come near your product. So you first of
36 all have a target audience and you have numbers in that
37 target audience?
38 A. That is correct.
39
40 Q. And, by juggling those factors together, you come up with
41 your rating points; is that the essence of it?
42 A. Yes. The rating services give us -- in most cases we
43 rate on a 18 to 49 basis. So the universe in the United
44 States is all people who are 18 to 49. For children, it
45 would be all children who are two to 11. Then those points
46 relate to that universe of all adults that are 18 to 49 or
47 that universe of children that are two to 11.
48
49 Q. It may be that the more you have watching, the more you
50 will have who are actually susceptible to your
51 advertisements, but you seek to be rather more
52 sophisticated than that "scatter gun" approach?
53 A. Right. We are not just looking at anybody who is
54 watching. As we said, we are targeting the ads. The adult
55 target is 18 to 49 target, and the children target is the
56 two to 11.
57
58 Q. The fact of targeting is taken into account in reaching the
59 points rating?
60 A. Right, because the ratings refer specifically to the
