Day 048 - 08 Nov 94 - Page 23
1
2 Q. So if, for instance, one looks at the week for
3 25th January, there were no ads on children's TV as such
4 but there was an ad or ads on TV AM, I have assumed,
5 directed at children?
6 A. Yes.
7
8 MS. STEEL: With the advertisement that was being shown on TV AM
9 being called Tightrope?
10 A. That is correct.
11
12 Q. And that was a children's advertisement?
13 A. Yes, it was.
14
15 MR. JUSTICE BELL: And I take your point that you say TV AM is
16 very low exposure, but in so far as Miss Steel was working
17 on the blocks, for whatever one may think that is worth at
18 the end of the day, is a measure of exposure, i.e., the
19 number of weeks upon which children's ads are showing on
20 children's television, it is the same point as it was for
21 1987, is it not?
22 A. It is the blocks plus, if you wanted to make some extra
23 allowance, you could put in -- for instance, on that same
24 sheet in October, you have got two crosses over two blank
25 weeks of advertising.
26
27 Q. So there would be all five weeks there, rather than just
28 three?
29 A. That is right, albeit at different----
30
31 Q. But two of those weeks, you say, would be small exposure,
32 because they are TV AM?
33 A. That is right. From memory, we were buying very
34 tactically at that point, yes.
35
36 MS. STEEL: If you are saying it is only small exposure on
37 TV AM, what do you mean by small exposure?
38 A. Well, I think -- and this is going back into the annals
39 of time now -- I believe that this was a national campaign,
40 which is why it shows up across all regions, but it is not
41 in detail on each region; and it was buying into -- they
42 had very specific programming for children, and it was just
43 taking advertising close to those. It was not their
44 general programming. So I suspect it was -- I do not know;
45 I would be guessing.
46
47 Q. Are you saying that the ads were not shown many times in
48 one week; is that what you mean by low exposure?
49 A. No. I think it would be a fairly low audience but, as
50 I say, there is nothing on here that can give me that
51 indication.
52
53 Q. So you do not know how many adverts a cross represents?
54 A. Ah. Okay. There was some confusion there. I do not
55 know how many times a particular commercial went out. It
56 was just one commercial, though.
57
58 Q. Yes. Do you know how many adverts a block represents --
59 just, say, a block of one week? I realise that some are
60 longer and some are shorter.
