Day 046 - 04 Nov 94 - Page 13
1 be a 70/30.
2
3 Q. How many only have adults?
4 A. I really do not know. I would have to go back and take
5 a look at it. The casting is not as specific. You know,
6 it is the target audience.
7
8 Q. Would that be a special ad; that would be something that
9 would be-----
10 A. No, no, it would not be special.
11
12 Q. What I mean is -- obviously, you are very careful about the
13 content of your ads; yes? Every second is very carefully
14 planned. So if there were no children in an ad, that would
15 be a policy decision for that particular ad?
16 A. There is no policy against having children in adult
17 advertising.
18
19 MR. JUSTICE BELL: May I put it this way: you may have children
20 in there really almost inadvertently. Can you say -- if
21 you cannot, just say so -- what proportion of your
22 advertisements for adult time viewing or cross-over -- if
23 that is a useful term, because you talked about prime time
24 much more than, say, six o'clock in the evening?
25 A. Right.
26
27 Q. What proportion will have a family group of some kind in
28 them, be it mother, father, son, daughter, grandma and
29 grandchild, on the one hand, and what proportion, though a
30 child may appear somewhere, just essentially have a young
31 couple with no children, or a man rushing out of his
32 office, or a woman doing the same? Do you see what I mean?
33 A. Yes.
34
35 Q. What have a family group and what do not; can you say?
36 A. No, I really cannot recall. It would be an impression,
37 as opposed to something that would be accurate, because it
38 is something I look at.
39
40 Q. Give us the impression.
41 A. The impression would be that about more than half
42 feature an adult as the main characterisation, and not
43 children. Less than half feature children with adults.
44
45 MR. MORRIS: Yes. As far as I am concerned, the question is:
46 what is your impression of the percentage of ads that
47 include at some stage a family group, whether grandmother
48 with a child, or whatever, in some way, even if it does not
49 focus on that grouping?
50 A. Again, it is just an impression. It would be in the
51 area of 30 to 40 per cent. But, again, it is just an
52 impression.
53
54 MR. JUSTICE BELL: 30 to 40 per cent what?
55 A. That have some kind of family member in it, that you
56 are talking about.
57
58 MR. MORRIS: You just said half. We are talking about-----
59
60 MR. JUSTICE BELL: How much more usefully can we go into this?
