Day 048 - 08 Nov 94 - Page 13
1 audience roughly seeing it three or four times?
2 A. I have no idea. That is very technical media; there are
3 computer programmes, and everything else, to achieve that
4 level of coverage. It depends what programmes you buy to
5 get your coverage level up.
6
7 Q. Because it may be that if 70 percent have seen it three or
8 four times----
9 A. That is an average.
10
11 Q. As an average, then some people have seen it considerably
12 more times than that?
13 A. Some people would see it more. That is not the
14 objective, though, because typically what would happen is,
15 you would increase the frequency. For instance, if you
16 were to buy Coronation Street every time it came on, you
17 would get very high ratings and a number of people would
18 see it very, very often, but you would not get the coverage
19 you were looking for, because you would be getting the same
20 people every time. So there are very difficult equations
21 that the media department would handle to buy you the
22 campaign in the appropriate way.
23
24 Q. Recently -- and I have to say, to make clear to the court,
25 I do not watch Coronation Street, but I was advised to look
26 out for this -- you have been advertising directly after
27 Coronation Street; that is right, is it not?
28 A. It tips up on our schedule time and time again, yes.
29
30 Q. In fact, in some advertising breaks, you have had two
31 advertisements in the same break?
32 A. That is correct, too.
33
34 Q. An advertisement during Coronation Street for the London
35 region is about £30,000 for 30 seconds, is it not?
36 A. It would probably be about that, yes.
37
38 Q. Whereas an advertisement during children's television for
39 30 seconds is about £3,000?
40 A. It could be.
41
42 MR. JUSTICE BELL: Do you know what the range is for children's
43 television?
44 A. I do not, my Lord, no, but it is cheaper.
45
46 MS. STEEL: Do you think that those figures would be about
47 right, anyway?
48 A. Whether that ratio is 100 correct, I do not know, but I
49 take the point that it is cheaper.
50
51 Q. So you can purchase considerably more times of showing a
52 children's advertisement for the same amount of money you
53 would have to expend on one adults' advertisement?
54 A. Yes. But we do not buy by money; we buy by
55 effectiveness of the communication. It would be wasting
56 money if you were over-communicating.
57
58 Q. Yes. But it is very effective to advertise to children, is
59 it not?
60 A. To a level, but we will get into the equation very
