Day 048 - 08 Nov 94 - Page 22
1 A. In this case, each one is -- well, I cannot say each
2 one. Some were two weeks, some were three weeks.
3
4 MS. STEEL: But you are saying the frequency in those two weeks
5 would be greater than just those crosses?
6 A. Yes.
7
8 Q. You said that was normal, like, the blocks represented the
9 normal rate of advertising. How many, roughly,
10 advertisements would be shown in a block?
11 A. Normally, one, one commercial in each block. Say, for
12 instance----
13
14 Q. What, one for a week?
15 A. No. I do not know what page you are on. 242?
16
17 MR. JUSTICE BELL: I have to say at the moment -- it may or may
18 not be important -- I do not understand the point you made
19 about crosses in TV AM. They may be low exposure, but
20 TV AM is a different heading to children's television, is
21 it not, or am I misreading it?
22 A. No, you are not misreading it. It is, my Lord, but it
23 was, I believe, carrying children's advertising.
24
25 MS. STEEL: It has got the names of the advertisements above the
26 crosses; is that not right?
27 A. Yes.
28
29 MR. JUSTICE BELL: But I think, until you mentioned the TV AM
30 crosses, Ms. Steel was just asking you about the figures on
31 the blocks line; for instance, on page 245, which happens
32 to be the one I have opened, 43 children's television weeks
33 and 36 adults television weeks?
34 A. It is a question of adding them up. I mean, the white
35 space there is 17, so the 43 weeks would seem to indicate
36 that it does take some of the crosses into account.
37
38 MR. JUSTICE BELL: I am sorry. If I am going to make anything
39 of this, I have to follow it, and I am not, I am afraid,
40 following the significance or otherwise of the crosses in
41 showing how heavy the advertising is during children's
42 television weeks or adult television weeks.
43 A. And I cannot tell, just looking at this document,
44 either, my Lord. This, as I said, it is a working,
45 shorthand document for internal use.
46
47 Q. As far as I can see, the blocks, which for instance we see
48 on page 25, are the equivalent of the blocks which we saw
49 for the previous year?
50 A. Yes.
51
52 Q. But we have also got information that children's ads were
53 shown on TV AM and adult ads were shown on TV AM in certain
54 weeks?
55 A. That is correct.
56
57 Q. Where there are crosses; and they have been sifted out as a
58 separate heading of their own?
59 A. Because this is really a media buying document
60 and----
