Day 048 - 08 Nov 94 - Page 25
1 10 second commercial to a 20 second, to a 60 second, and
2 they come up with a 30 second equivalent. I am not certain
3 how they do that.
4
5 Q. Can you explain -- just take one column and explain what
6 the figures mean?
7 A. Well, I will do as much as I can, but I am not a media
8 expert. Which page are you on?
9
10 MR. JUSTICE BELL: Take page 245, and take any----
11 A. The one at the top left?
12
13 Q. Yes. Take January.
14 A. We had an activity which was Submarine, which was the
15 submarine commercial that we saw. The length of that
16 commercial was 30 seconds. There were, it would seem,
17 432 gross rating points; and it says 30 second equivalent,
18 620. I do not know how they achieved that. The universe,
19 I am assuming, is 514,000 of our target audience. The
20 30 second cost per thousand was £908.
21
22 MS. STEEL: Is it cost per thousand----
23 A. I believe it is, yes.
24
25 Q. ----viewers?
26 A. Yes, I believe it is. We need to check these, but this
27 is just my understanding of it, without going into these
28 numbers in detail. The coverage was: 70 percent of the
29 target audience had a chance to see the commercial
30 6.2 times; and if you multiplied 6.2 by 70, you should get
31 something close to the 432. I do not know if that works
32 out or not. The spend was £19,696. That is my
33 understanding of this document.
34
35 Q. So if 70 percent had the opportunity to see the advert
36 6.2 times, that must mean that the advert was shown more
37 than 6.2 times in that period?
38 A. I do not know.
39
40 Q. Well, it must do; they could not have seen it more times
41 than it was shown?
42 A. No. It is to do with the percentage of the audience
43 here. It is possible that, in terms of coverage, that some
44 of the audience only actually saw it once and others may
45 have seen it ten times.
46
47 Q. That is what I am saying.
48 A. There is an average opportunity.
49
50 Q. What I am saying is that the ad must have been shown more
51 than -- well, you cannot show it 6.2 times, anyway; it must
52 have been shown more than 6.2 times?
53 A. Yes, but I cannot, from these figures, tell you
54 anything about the numbers of spots.
55
56 MR. JUSTICE BELL: No. You are not being asked to say how many
57 times, just it must have been more than 6.2 times, or you
58 could not have an average of 6.2. If you are going to have
59 an average of 6.2, some, for instance, may have seen it ten
60 times and others twice or not at all, which would mean that
