Day 046 - 04 Nov 94 - Page 03
1 average television for children is about 170 times a year.
3 So that is, sort of, how I am trying to remember the math.
4 270, 140, and 170; that is the math that I am working back
7 MS. STEEL: That is not the number of times that the adverts are
8 shown, though?
9 A. No. Obviously, they are more times than that, but not
10 everybody watches every commercial. But that would be
13 MR. MORRIS: The children's rating points are lower, in the
14 region of four to six, say five-ish?
15 A. Yes.
17 Q. The adult rating point is seven. So the children's ads
18 would be shown----
19 A. To reach the same number, percentage -- to reach the
20 same percentage of children, the ad might be shown a bit
21 more often.
23 Q. Yes.
24 A. But, again, the best-----
26 Q. Over five times or more?
27 A. The best basic aspect of it would be to look at the
28 overall average times that a person sees a McDonald's
31 MR. JUSTICE BELL: Very, very broadly, the exposure is in the
32 proportion of 7/4?
33 A. Yes.
35 Q. If an adult sees an ad about 270 times a year on television
36 and a child does about 170?
37 A. That is correct.
39 MR. JUSTICE BELL: Just doing some very quick mental
40 arithmetic, that is about 7/4. So if the child's rating
41 points were five or six, there would be rather more ads per
44 MR. RAMPTON: I was not sure whether the witness said 140 for
45 children. I did my first sum on 140 times a year.
47 MS. STEEL: I think that was radio.
49 MR. JUSTICE STEEL: That was radio, adults.
51 THE WITNESS: It is about 170 times for children.
53 MR. MORRIS: We heard from Mr. Hawkes that the percentage of
54 children's advertising had fallen in this country over the
55 last five years -- I think it was five years -- and there
56 was a trend, generally. Is that trend the same in America?
57 A. No. To the best of my recollection, it is about the
58 same percentage over the last three to five years that
59 I can remember.