Day 046 - 04 Nov 94 - Page 07

     
     1        number of the people in the population that are 18 to 49 or
     2        two to 11.
     3
     4   MR. MORRIS:  So the rating point is not just a percentage of the
     5        audience; it includes a calculation of how big the audience
     6        is?
     7        A.  Yes.  The more people in the 18 to 49 audience that are
     8        watching a commercial, the higher rating of that commercial
     9        would be.
    10
    11   MR. JUSTICE BELL:  So Mr. Morris, really, if he wants a "yes" to
    12        his question, should put the question, it is based on --
    13        well, it is not based simply on the numbers of the
    14        audience.  You are more interested, if I understand you
    15        correctly, in how many in the audience are your target?
    16        A.  That is correct.  We necessarily do not take into
    17        account other than that particular audience in the rating;
    18        that is correct.  But, in general, even household ratings
    19        are pretty much the same in the 28 to 49.
    20
    MR. MORRIS:  So the ratings, say, for the 18 to 49 relate to a
    22        percentage of the whole 18 to 49 American population?
    23        A.  Yes.  Yes, I think you have got it.
    24
    25   Q.   So that every person which is 18 to 49 is the target
    26        audience?
    27        A.  Right, that is correct.  That is the way the rating
    28        services provides the information.
    29
    30   Q.   For children, the whole audience is everybody up to the age
    31        of 11, or something?
    32        A.  The major rating is a two to 11 rating, yes.
    33
    34   Q.   Right.  I think you said before that -- I cannot remember
    35        what it was -- something like 98 per cent of people will
    36        visit McDonald's once a year, or something, at least.  Did
    37        you say that?
    38        A.  I said I think almost 100 per cent of people watch
    39        television.  I am not exactly sure of the figure of people
    40        visiting McDonald's, but I am sure it is a very high
         figure.
    42
    43   Q.   Do you know roughly what it might be?
    44        A.  I do not know the exact -- my best estimation would be
    45        between 85 and 95 per cent, or 85 to 90, something like
    46        that.
    47
    48   Q.   Right.  So your customer base, if you like, is something
    49        between 85 to 95 per cent of the total audience?
    50        A.  Right.  It would include light, medium and heavy. 
    51 
    52   MR. MORRIS:   Okay.  I am little bit concerned about the 
    53        11 to 18 year-olds.
    54
    55   MR. JUSTICE BELL:  Do you mean 11 to 18 or 11 to 15, because
    56        children seem to stop at that, and young adults start at
    57        16.
    58
    59   MR. MORRIS:  Yes.  There have been a lot of different figures,
    60        ages and things.  (To the witness)  But the tweens, anyway?