Day 048 - 08 Nov 94 - Page 17

     
     1        the London area.
     2
     3        It is right, is it not, that it is 29 weeks for children's
     4        TV and 33 weeks of advertising for adults?
     5        A.  That is right, yes.
     6
     7   Q.   If we go to TV South, there are 25 weeks of advertising to
     8        children and 23 to adults?
     9        A.  That is right.
    10
    11   MS. STEEL:   So in that region there was more advertising----
    12
    13   MR. JUSTICE BELL:  Sorry.  Where are you now?
    14
    15   MS. STEEL:  On page 226.  So in that region there is more
    16        advertising directed at children than there is towards
    17        adults, on television?
    18        A.  There are more weeks, yes.
    19
    20   MS. STEEL:   I think I said earlier that this was 1988.  It is
         actually, I think, for the period 1987.
    22
    23   MR. JUSTICE BELL:  The date of the plan is 29th February, 1998,
    24        but it is for 1989, is not it?
    25
    26   MS. STEEL:  For 1987, I think.  It has got "period 1987".
    27
    28   MR. JUSTICE BELL:  It is looking backwards, then.
    29
    30   THE WITNESS:   I think, my Lord, it is because once the year is
    31        finished, a reconciliation of the past year has been done.
    32        I think that is the reason.
    33
    34   MS. STEEL:  If we go on to Anglia region, which is on page 227,
    35        there are 27 weeks of advertising on children's TV and
    36        26 weeks on adults' TV?
    37        A.  Yes.
    38
    39   Q.   So, again, there is more in that region?
    40        A.  More weeks, yes.
    41
    42   MR. JUSTICE BELL:  That is "more weeks", he keeps saying.
    43
    44   MS. STEEL:  Yes.  Well, it is a measure of how much advertising
    45        children are likely to come across, or children and adults
    46        are likely to come across, is it not, how many weeks that
    47        advertising directed at them?
    48        A.  Yes.  The complication is that, when you go back this
    49        far, I certainly cannot recall what buying strategies we
    50        had running at that time.  Again, remember, in previous 
    51        evidence we had some children's advertising earlier on 
    52        running in adult time; and I believe that that would be 
    53        shown in this children's line of advertising.  I cannot be
    54        sure.  I note on page 228, from June onwards, it says:
    55        "Change children's buying strategy."
    56
    57   MR. JUSTICE BELL: It does say children's TV, does not it?  It
    58        does not say "children's ads"?
    59        A.  It does, my Lord, but this is an internal working
    60        document which, at the time, people would have been aware