Mr. Declan McLoughlin:

I can address that. The BAI uses the TAM media data, which is the industry standard. I do not know the full details because we have no responsibility over it but a panel of individuals and households tracks viewing by individual members of a household. That is fed into a database and then used by television broadcasters and advertisers to plan advertising campaigns based on demographics, gender, age and all the usual factors. That approach is internationally recognised and accepted as the standard by television broadcasters and audiences. How it works brings us back to the point that a different way of looking at it may be necessary because as the audience gets bigger the percentage of children gets lower. For example, while "The Late Late Toy Show" has a high number of children watching, the percentage of children watching is nowhere near 50% of the audience. The audience profile looks at children's programming, rather family viewing and other programming.

Advertising for high fat high sugar food during those programmes is not unregulated. It is prohibited for children's programming and a series of content rules apply in respect of promotional offers, licensed characters-----