Day 046 - 04 Nov 94 - Page 08
1 A. Yes.
2
3 Q. They are not part of the target audience of 18 to 49 and
4 they are not part of the target audience that goes up to
5 11. So which audience do the tweens fit into, or do they
6 generally watch adult programmes?
7 A. Tweens generally watch the late hours of the children's
8 programming, so we use pretty much that rating, or we try
9 to see if there is a little bit higher rating towards the
10 higher end of the 11 year-old. So our tween advertising is
11 still the time period that the children's advertising is;
12 and my figure of 170 included both tweens and children.
13
14 As far as teenagers are concerned, we do not really
15 advertise directly to teenagers. Most of the time, they
16 will be watching adult advertising.
17
18 Q. So what, sort of mid-teens, 14 to 18 year-olds, kind of
19 thing?
20 A. Yes, 15 to 18, something like that.
21
22 Q. The category of the adult audience, 18 to 49, is that the
23 standard category of the television companies?
24 A. Yes. Sometimes they will have ratings also on 18 to
25 34.
26
27 Q. A lot of people in their teens -- I do not know, from 13
28 onwards, if not before -- watch sporting events, do they
29 not?
30 A. Yes. I do not know what the exact rating would be,
31 because I have never really looked at it, but I would
32 imagine that they watch sporting events as well. They
33 probably would see our adult advertising in those sporting
34 events.
35
36 Q. You say you are a family business, are you not?
37 A. Yes.
38
39 Q. A lot of your adult advertising is geared to family
40 situations, is it not?
41 A. Yes -- moms and dads.
42
43 Q. And children?
44 A. Children may be part of the commercial, yes.
45
46 Q. Children of all ages?
47 A. Yes.
48
49 Q. So any children, any people not in your adult target
50 audience of 18 to 49, anybody under the age of that will
51 still see the adult ads, will they not?
52 A. Anyone who is watching----
53
54 Q. Large numbers?
55 A. Anyone who is watching television when we are placing
56 an adult ad will see an adult ad, yes. Those ads are not
57 directed towards children; they are directed towards
58 adults.
59
60 Q. Are you a family business, are you not?
