Day 048 - 08 Nov 94 - Page 20

     
     1
     2   Q.   If we are going through these figures, it is because we
     3        have to go to what the actual real truth is, which we
     4        cannot get from your statement, can we?
     5        A.  I think the truth is there in the statement, that is,
     6        those numbers are correct; those percentages are correct.
     7
     8   MS. STEEL:  They are correct as percentage of expenditure; they
     9        are not correct for percentage of exposure?
    10        A.  I think you have to look at exposure in a different
    11        sense.  I mean, we are talking an equivalent of an audience
    12        of children, which is a different audience to adults.  You
    13        cannot look at the two rating levels together.  You cannot
    14        add them together.  You are taking their percentages.  So
    15        it is a percentage of the children's audience or a
    16        percentage of the adult audience.
    17
    18        We actually buy, for instance -- and I do not think it says
    19        it here -- we would actually be buying, as I said before,
    20        this sort of coverage and frequency, 70 percent of the
         audience, say, three times.  You cannot then say 70 percent
    22        of the adult audience three times is the same, because it
    23        is a much bigger universe.
    24
    25   Q.   But if it comes down to the regularity with which either
    26        children or adults are exposed to advertisements, then it
    27        is a valid approach to look at the number of weeks that you
    28        have directed advertisements at children or at adults?
    29        A.  Well, you have to look at both.  You cannot just look
    30        at weeks.  I mean, you could have one spot airing in each
    31        week of the year and call it 52 weeks.
    32
    33   Q.   Presumably, if you just have one spot for 52 weeks, that
    34        would be for tactical reasons?
    35        A.  I do not know why it would be.  I just used it to
    36        highlight a point that you cannot just look at weeks.
    37
    38   Q.   But weeks is one way of looking at it?
    39        A.  It is one way of looking at it.
    40
    Q.   Going on to Birmingham, in this one, there is actually one
    42        week more directed at adults than there are at children --
    43        page 228.  The same goes, I think, for the next region of
    44        Manchester:  there are two weeks more of advertising
    45        directed at adults than at children.  If we go on to
    46        Yorkshire, on page 230, there are more weeks of advertising
    47        directed at children than at adults:  20 weeks at children
    48        and 15 at adults?
    49        A.  Yes.
    50 
    51   Q.   Harlech: again, 20 weeks directed at children and 12 weeks 
    52        directed at adults? 
    53        A.  Yes.
    54
    55   Q.   Going on to Border, here is an example where it appears
    56        that there are two weeks at children and none at adults, at
    57        all?
    58        A.  Yes.  This looks like it was a new region.
    59
    60   MR. JUSTICE BELL:  Just pause a moment.  Do you know why the