Day 048 - 08 Nov 94 - Page 21

     
     1        "248" is in parentheses, and after "universe" it has got
     2        "homes" in parentheses?  Do you know what that means, or
     3        whether it is of any significance at all?
     4        A.  I suspect, my Lord, that that is, for whatever
     5        reason -- this is very much a media working document and,
     6        for whatever reason, we were buying homes there, numbers of
     7        homes, as opposed to the numbers of children.  I do not
     8        know why it was done in that region.
     9
    10   Q.   But it is still of children's television?
    11        A.  Yes.  It looks as if it was placed -- whether it was
    12        pure children, I would not be able to say, but certainly it
    13        is showing up under children's TV.
    14
    15   MR. JUSTICE BELL:  Yes.
    16
    17   MS. STEEL:  Going on to Tyne Tees on page 233, six weeks of
    18        advertising aimed at children and five at adults; that is
    19        right, is it not?
    20        A.  Yes.
    21
    22   Q.   And in Central Scotland, three weeks of television
    23        advertising aimed at children and none, again, at adults?
    24        A.  None on television, no.
    25
    26   Q.   If we go on to 1988, rather than me reading all of them
    27        out, perhaps you could look through all the regions, and if
    28        you could confirm that in all the regions there are more
    29        weeks of advertising directed at children on television
    30        than there are at adults?
    31        A.  Yes, I can; and I can explain why.  It is because there
    32        are small crosses that you will see at the top, which is TV
    33        AM, which was a national buy, which was a very, very low
    34        weight and it meant we could effectively put a cross right
    35        the way across the year.  So it artificially inflates the
    36        numbers of weeks that you see.
    37
    38   Q.   It is still advertising at children, though, is it not?
    39        A.  But it comes back to my point about one spot every week
    40        of the year is 52 weeks of advertising.
    41
    42   Q.   So how many times were those spots on there?
    43        A.  I have no idea.
    44
    45   Q.   You do not actually know whether it was only once a week?
    46        A.  I did not say it was once a week.  What I believe,
    47        normally, if you have got a burst of advertising, you will
    48        see a block; these dark blocks are put in.  Where you do
    49        not have that, it is very light weight; it is a sort of
    50        "drip campaign", as it would be called. 
    51 
    52   Q.   So the blocks would represent heavy advertising, or kind of 
    53        like----
    54        A.  Normal, normal weights.
    55
    56   MR. JUSTICE BELL:  When you say "blocks", what do you mean by
    57        that?
    58        A.  In other words----
    59
    60   Q.    Several weeks on the trot?