Day 048 - 08 Nov 94 - Page 57
1 to advertise to children but you also want to try and
2 advertise to adults because both children and adults eat
3 your products and in any event, at the end of the day, if
4 we are talking about children under the age of nine anyway,
5 it is the parents who ultimately decide where the money
6 should be spent and have to put their hands in their
7 pockets. But when you come to adult advertising, you are
8 competing for air space with large motor car manufacturers,
9 competitive washing powder manufacturers and they are
10 pushing the price up during adult time. So that provided
11 you want to advertise during adult time at all, you have
12 got to pay rates which are competitive with those big
13 players rather than what may be the smaller players in the
14 children's market, toy shops, or whatever they may be?
15 A. That is correct.
16
17 MR. JUSTICE BELL: Now is there an element of that when you are
18 looking at cost?
19 A. Absolutely. The market is one of total supply and
20 demand.
21
22 MR. RAMPTON: Perhaps we can get at this in a different way, I
23 don't know. Can you turn back to Tab 12 which Ms Steel was
24 asking you about originally? If you have already answered
25 this question, forgive me. Page 225. Again the market is
26 London and the period is 1987 and we find an entry in the
27 first two main boxes, children and adults which we do not
28 find I think in the later documents. About the middle of
29 each section there is the word 'universe'?
30 A. Yes.
31
32 Q. Do you see that?
33 A. Yes, I do.
34
35 Q. And on the left-hand side of 'universe,' for children there
36 is the figure 801 and for adults there is the figure 8802 -
37 this is just London?
38 A. Yes.
39
40 Q. Do you know, Mr., Hawkes what those figures represent
41 against the word 'universe'?
42 A. What I take that to mean is that is the total target
43 audience in each category. So for the children's category
44 it would be 801 thousand and for the adult category 8.8
45 million.
46
47 Q. That must be Greater London I suppose, is that right?
48 A. Yes, it would be.
49
50 MR. JUSTICE BELL: That is what I understood you to say before
51 and I was first of all surprised that there was only one
52 child for every ten adults but then if you say the
53 advertising is really directed at those up to the age, or
54 most of it directed at those up to the age of nine, then it
55 makes more sense.
56
57 MR. RAMPTON: My Lord, even if one started adults at sixteen you
58 have got an awful lot of people without children.
59
60 MR. JUSTICE BELL: Yes, but I was just thinking if you compared
