Day 046 - 04 Nov 94 - Page 12

     
     1
     2   Q.   When you say "15 per cent of impressions"?
     3        A.  Again, from my perspective.
     4
     5   Q.   Out of the 270?
     6        A.  Out of the 270, maybe 15 per cent of the 270 would come
     7        in sports programmes.  I am trying to recall that number
     8        from memory, so it may be a bit off, but that that is my
     9        general impression.
    10
    11   Q.   Just one further question:  are you aware that sports have
    12        a particular attraction for teenaged children?
    13        A.  My sons enjoy watching it, and they are 17.
    14
    15   Q.   So that might influence the behaviour of tweens, or that
    16        age group?  I am just trying to work out where you actually
    17        attract the----
    18        A.  Again, the specific----
    19
    20   Q.   ----teenagers into your store?
         A.  Certainly, teenagers would watch sport; they would
    22        watch the programming and they would watch our advertising,
    23        yes.
    24
    25   MR. JUSTICE BELL:  Could I just make sure I do not make a false
    26        assumption?  Without having any facts and figures, I would
    27        have thought that in this country males, be they teenagers
    28        or fully adult, are more interested in sports programmes on
    29        television than females?
    30        A.  That is correct.
    31
    32   Q.   Is that so in the States, as well?
    33        A.  Yes.  There is actually a slight female, sometimes a
    34        female skew to prime time -- very small, it is about 50-50
    35         -- and then it becomes about maybe 55 to 60 per cent male,
    36        40 to 45 per cent female, when you are looking at sports.
    37        There is still a lot of following of females, but it does
    38        start to skew male when you get into specific sporting
    39        events.
    40
    MR. MORRIS:  We have not seen the adult ads from the US, but
    42        what percentage of adults' ads -- just roughly -- only
    43        focus on adults?  I mean, we had one in the UK that was a
    44        take-away one, and it was geared towards people that were
    45        working in a hurry; they had no children whatsoever.  What
    46        percentage of the adult ads would be, kind of, just geared
    47        to adults?
    48        A.  It would be difficult for me to say, because I have to
    49        try to sort of run over a period of time.
    50 
    51   Q.   You do do that from time to time, though, do you not? 
    52        A.  Yes.  Most of the ads, I think most of the ads feature 
    53        mostly adults.  They certainly do have ads that feature
    54        family.
    55
    56   Q.   But the ones that do not have children in?
    57        A.  It would be difficult.  I really cannot tell.  I can
    58        give you an impression.  The impression would be that the
    59        majority of our ads have almost all adults or mostly
    60        adults.  When I say "majority", it may be a 60/40, it may