Day 299 - 13 Nov 96 - Page 22
1 was the year probably towards the end of the year that they
2 either opened in Scotland or started planning to open.
3
4 The following year in 1988, in all the regions, there were
5 more weeks of advertising to children than there were weeks
6 of advertising to adults. In the Border region, there were
7 42 weeks of advertising to children and only eight weeks to
8 adults. In central Scotland there were 41 weeks of
9 advertising to children and only six to adults, and in the
10 Grampian region there were 41 weeks of advertising to
11 children and only four weeks to adults. In 1989, in all
12 the regions, there were more advertising weeks to children
13 than there were to adults, and the same is true of 1990 as
14 well.
15
16 By 1991 and 1992, it dropped slightly. However, still the
17 majority of the regions there are more weeks of advertising
18 to children than there is to adults. But since up to 1990
19 is the important time, they do not particularly matter
20 anyway. (Pause) Sorry, I have actually -- (Pause)
21
22 It was on day 48, page 9, line 48, Mr. Hawkes said that in
23 the early days there were some areas of the country where
24 McDonald's only advertised to children on television, and
25 that he thought that the last time that happened was in
26 Scotland. He could not remember when it was, but I was
27 just making the point about it is clear from the figures in
28 the charts which have been provided that it was around the
29 end of 1987 or 1988.
30
31 He said on day 41 that when establishing the company in the
32 UK they had to put a lot more money into ronald mcdonald at
33 that time to establish him and that when moving into a new
34 country advertising has a very important role at that
35 time. That was on page 39, line 38. He thought that
36 television started playing a role in UK advertising for
37 McDonald's in 1976. That was on the same day, page 52,
38 line 4. He said that in the early advertising in the UK
39 they had very limited resources, and that they had to
40 position McDonald's in the best way that they could.
41
42 "We did that through ronald mcdonald advertising and some
43 very basic adult commercials." He said that the Ronald
44 advertising would have been across children's air time, and
45 the adult advertising would have been in cross-over air
46 time. "The adult advertising was showing the ambience", he
47 said -- whatever that meant. Sorry, the Ronald advertising
48 was also shown in cross-over air time. Page 53, line 40.
49
50 On day 42, page 22, line 49, he agreed that ronald mcdonald
51 advertisements were put out in cross-over time in the early
52 evening, and that they were still child orientated, yet
53 they would -- actually, it was very unclear whether or not
54 the figures that appear in Mr. Hawkes' statement, which he
55 verified in court, which came from the total media spend
56 chart, were based on what time the advertisement was shown
57 or whether or not they were based on the content of the
58 advertisement. That was another reason why we think it is
59 basically irrelevant for McDonald's to claim that the
60 majority of their advertising spend goes on adults because
