Day 048 - 08 Nov 94 - Page 55

     
     1        A.  That is right.
     2
     3   Q.   And then if you go into the right hand column, you see a
     4        figure of £242,214, do not you?
     5        A.  Yes.
     6
     7   Q.   Then you come to children and the last entry in that box is
     8        'spend,' do you see it?
     9        A.  Yes.
    10
    11   Q.   And the figure in the right hand column is £620,024; is it
    12        not?
    13        A.  That is right.
    14
    15   Q.   And if you go into the adult box below that, again the last
    16        item is 'spend' and you see that though the number of weeks
    17        is the same for that period in London, the adult spend is
    18        £5,007,845, I think, isn't it?
    19        A.  That is correct.
    20
    Q.   My first question is, when estimating the amount spent on
    22        children's advertising, does one need to add together the
    23        £242,000 and the £620,000 of TV AM and children
    24        specifically or only a proportion of the first?
    25        A.  In terms of what - again this is going back in time -
    26        what I think has happened here is that this £242,200 for
    27        TV AM is the London part of a national buy.
    28
    29   Q.   I am only using this as an illustration of proportion
    30        because I am coming to the important question in a minute.
    31        But if one wants to know how much is spent on children's
    32        advertising in London in that period, does one need to take
    33        all or some of the TV AM figure and add it to the other
    34        one?
    35        A.  You should add it to the other one.
    36
    37   Q.   Then we see the figure for the adults for the same amount
    38        of weeks in that period is over £5 million as opposed to
    39        about £880,000, if you add the other two together - sorry -
    40        £860,000, is that right?
         A.  That is correct.
    42
    43   Q.   My question is this, given that they are the same number of
    44        weeks, why is it that the advertising to adults is so much
    45        more expensive than the advertising to children?
    46        A.  One of the key reasons is because the adult market is
    47        more attractive to advertisers than the children's market.
    48
    49   Q.   Even for McDonald's?
    50        A.  Even we are caught up in that market, yes.  So we have 
    51        to pay market rates for that adult air time. 
    52 
    53   MR. JUSTICE BELL: Just pause a moment there.  You were going to
    54        follow that up.
    55
    56   MR. RAMPTON: Yes.  What is the reason why the adult market is so
    57        much more attractive and, therefore, more expensive?
    58        A.  Because it is a more lucrative market for the majority
    59        of advertisers to reach adults.
    60