Day 046 - 04 Nov 94 - Page 02
1 Friday, 4th November 1994.
3 MR. DAVID GREEN, recalled.
5 Cross-Examined by the Defendants, continued.
7 MR. MORRIS: Yesterday, Mr. Green, we left off on the figures
8 for advertising spots.
9 A. Yes.
11 Q. What is the average rating point for a children's ad that
12 McDonald's would be interested in?
13 A. You know, I am not exactly sure. I know pretty much
14 what the adult one is. I think it is similar.
16 Q. Give us a rough figure as to what you think they might be?
17 A. In the range of five, six or seven.
19 Q. For children?
20 A. Yes. But I am not exactly sure about that, but I think
21 that is the range.
23 Q. Between five and seven?
24 A. Well, I know it is a bit less than the average rating
25 for adult, but it should be somewhere in that range;
26 between four and six, probably. If an adult is seven, it
27 is probably between four and six.
29 MR. MORRIS: So children is four to six, and adults seven.
31 MR. JUSTICE BELL: He has said twice now in the region of that.
33 MR. MORRIS: Yes.
35 MR. JUSTICE BELL: If he cannot specifically remember, one must
36 not turn it into a definite figure or even a definite
39 MR. MORRIS: A general idea.
41 (To the witness) You said, on the first day when you were
42 examined by Mr. Rampton, that in a four week period, on
43 average, adults would see an ad three to four times a week
44 and children would see an ad two to three times a week. Is
45 that correct?
46 A. I am not exactly sure what I remember saying. My best
47 recollection, as I am thinking about it right now, is that
48 an average adult sees a commercial about five times a week,
49 a little over five times a week, and the average child sees
50 it about three times a week.
52 It may be best if I could give you -- the numbers I am
53 trying to divide are the numbers that I remember for a
54 year. So may be it would be best if I gave you the year
55 numbers, and then you can do the division.
57 The average adult or heavy user -- essentially, the same --
58 is about 270 times a year. The average radio for adult is
59 about 140 times a year. The average television for
60 children -- we do not do any radio for children -- the