Day 048 - 08 Nov 94 - Page 42
1 during your evidence that you were not actually putting out
2 any ads that were specifically targeted towards children
3 between the ages of ten and 16, let us say. I cannot
4 remember the exact ages you gave.
5 A. And at some point, as you go through the years, that
6 would certainly be true, yes.
7
8 MR. MORRIS: I got the impression that you were talking --
9 certainly, the most recent figures in your statement, that
10 was adverts targeted at younger children; that was the
11 expenditure you were putting into targeting younger
12 children. Is that right?
13 A. It is children. I do not know how you could define
14 "younger", but it is children.
15
16 MR. MORRIS: I think you said specifically eight or nine-ish;
17 I thought that is what you said. We can check the
18 transcript.
19
20 MR. JUSTICE BELL: That is quite right, we can check the
21 transcript. So what is the point you are making now?
22
23 MR. MORRIS: I am very concerned about these tweens.
24
25 (To the witness) I mean, we have got children's TV and we
26 have got adult TV; yes? That is how the companies define,
27 and you define in your on internal documents, how to
28 separate your advertising----
29 A. It is a good shorthand way of doing it.
30
31 Q. Is adult TV defined by -- for example, Mr. Green said that
32 adult TV was defined in America as 18 to 49, or something;
33 maybe just 18 and above. Does that same definition apply
34 in the UK?
35 A. We tend to think in terms of 16 to above.
36
37 Q. Is that how the television companies think?
38 A. Yes. They tend to sell in sort of 16 to 24, or
39 different age groups. They do not think generally in terms
40 of -- they will talk adults, they will talk all adults, but
41 it is basically different target groups that people are
42 buying, like 16 to 24, for instance.
43
44 MR. JUSTICE BELL: Might I suggest that you direct any
45 questions, if you say you have a concern about the tweens
46 -- and we have had precious little evidence about them --
47 focus in on that.
48
49 My understanding at the moment is that children includes
50 anyone up to and including 15 year-olds. It may be that if
51 you look at the 14.66 percent, notwithstanding that that is
52 all children, i.e., up to and including 15, it was all on
53 two to nines. Do you see? If you want to pursue that and
54 see if Mr. Hawkes can help you, then ask him.
55
56 MR. MORRIS: (To the witness) Would you agree that the adverts
57 that have been shown, which we saw, for children, were all
58 -- or, certainly, the vast majority of them were -- geared
59 towards the under nine year-olds?
60 A. As a general principle, yes. As you go back in time,
