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

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