Day 048 - 08 Nov 94 - Page 41
1 Q. But children's TV specifically is for younger children, is
2 not it?
3 A. Children's TV, within that, when we originally came
4 here, we would have been talking, I guess, up to the age of
5 14, perhaps, and that would have required us to buy
6 slightly differently to a current target of, say, four to
7 sevens, four to nines; and as you go through those plans
8 for all of the different regions, for all of the different
9 years, those strategies, I know, changed repeatedly, and
10 sometimes during the course of the year.
11
12 So I find it difficult to just say that, going back over
13 all those figures, it is that particular target. What I
14 believe the agency would have done is taken a total, that
15 line of children, however it was made up, during the course
16 of that year and taken that as a percentage of the total.
17
18 MR. MORRIS: You just said that the figure, say for 1992, that
19 was for up to eight to nine year-olds; that is what you
20 said when you gave your evidence.
21
22 MR. JUSTICE BELL: I did not understand that. What I understood
23 him to say was that it included the very little ones and --
24 I do not think he used this word -- the tweens, the great
25 part of that, but there was not much advertising directed
26 specifically at the older ones, from which I had assumed
27 that most or nearly all of the children's advertising
28 percentage was at the little ones.
29
30 (To the witness) But I did not understand you to say that
31 14.66 percent was only the twos to eights, sevens or eights
32 or nines?
33 A. That is correct. It could be a wider range of that in
34 some years, and it could be a reduced range in other years.
35
36 Q. Because you are not advertising for the people between,
37 say, 12 and 15 in a year, as it happens?
38 A. That is correct, to the targeting, yes. Obviously, all
39 of the people see a lot of the advertising.
40
41 Q. And adults may be attracted by children's ads and children
42 may be attracted by adult ads?
43 A. That may be.
44
45 MS. STEEL: I think you did indicate on a previous occasion that
46 certainly, I do not know, for at least one period recently,
47 within recent years, that you were not advertising directly
48 to children over the age of ten or thereabouts, at all?
49 A. In terms of Ronald advertising, that would be true.
50 The problem is, as I see it, is one of targeting, where
51 Ronald we target to a specific age group. You may then
52 come along and say -- and that is, say, nought to nine, for
53 the sake of argument -- you or anyone else can come along
54 and say, "Ah, but ten to 14 year-olds also saw that
55 commercial." Well, that is as may be, but we were not
56 targeting towards them; we are targeting to the small
57 people. But the nature of television is such that you
58 cannot be that precise.
59
60 Q. That is what I am asking. I thought you said at least once
