Day 048 - 08 Nov 94 - Page 24

     
     1        A.  No.  The numbers of spots, which we call them, the
     2        number of times something goes out is not something that is
     3        important to us, really.  It is how many people see it that
     4        is important.  So I do not know how many spots would come
     5        out.
     6
     7   Q.   And the number of weeks it was shown would increase the
     8        number of people that would see it?
     9        A.  I do not understand.  The number of weeks would
    10        increase?
    11
    12   Q.   The number of weeks that an advertisement was shown would
    13        increase the number of people that see the ad?
    14        A.  Yes.
    15
    16   MR. JUSTICE BELL:  You cannot say to what extent?  I mean, there
    17        are various lines there which obviously mean something to
    18        somebody who understands the document.  You have told us
    19        what you think "universe" means, and we can guess what
    20        "length" means, but what are "GRPs"?
         A.  They are gross rating----
    22
    23   Q.   I always thought GRP was glass reinforced plastic.  But it
    24        does not mean that there.  What does it mean?
    25        A.  It is actually the American term for a gross rating
    26        points; it is the same as a TVR in this country, which is
    27        simply a TV rating; it is a percentage.  To use our
    28        Coronation Street analogy again, they may pick up a
    29        30 rating in a break in Coronation Street which, in
    30        shorthand, is 30 percent of the available audience is
    31        watching that.  If you were to buy that five times, then
    32        you would be achieving 150 ratings.  So it is a
    33        measurement, basically, of the weight of advertising.
    34
    35   Q.   And what is "CPT"?
    36        A.  Cost per thousand.
    37
    38   Q.   "COV/OTS"?
    39        A.  That is coverage and opportunity to see.
    40
    Q.   "COV" is?
    42        A.  Coverage.
    43
    44   MR. MORRIS:  Sorry.  What was the last thing?
    45
    46   MR. JUSTICE BELL: Opportunity to see -- coverage and opportunity
    47        to see.
    48
    49   MS. STEEL:  Then what are the figures -- coverage, say, is 73.
    50        73 what? 
    51        A.  That would be 73 percent of the universe, of the target 
    52        audience. 
    53
    54   Q.   Can you explain the cost per thousand?   Does that mean
    55        30 seconds, before that, or----
    56        A.  This is where it gets technical.  In order to come up
    57        with a measurement, an equitable measurement, for a cost
    58        per thousand, the agency -- again, through stuff that I am
    59        not concerned with -- will come up with a 30 second
    60        equivalent.  So it means that you can try and equate a