Day 043 - 01 Nov 94 - Page 57


     
     1        sponsorship?
     2        A.  Yes.  I think they like it a lot.  Our average employee
     3        is a sporting enthusiast as well.
     4
     5   Q.   We in this country, Mr. Green, often think that we are
     6        sports mad; I do not know whether we are right about that.
     7        What is the position in America?  I mean, are people keen
     8        on sports?
     9        A.  Yes, the two major activities that people are
    10        interested in are entertainment and sports.  Sports is
    11        probably the most talked about -- on radio programming in
    12        the United States we have a number of talk stations where
    13        people call in and talk about it -- like they talk about
    14        the weather, I guess.
    15
    16   Q.   One other question arising out of something you just said
    17        actually.  You said that sporting events, whether televised
    18        or live, or whatever, are particularly popular with your
    19        heaviest users, I think you told us?
    20        A.  That is correct.
    21
    22   Q.   What exactly do you mean by that?  How do you know that?
    23        A.  Well, we know that people who come to McDonald's most
    24        often, and there is third party research you can get that
    25        shows what kinds of activities do those people like.  At
    26        the top of the list of the activities that people like who
    27        also patronize quick service restaurants, so it is compared
    28        in the research.  If you go to quick service restaurants
    29        often, what are the hobbies or the things that you like the
    30        most, sports and entertainment are always at the top of the
    31        list.
    32
    33   MR. JUSTICE BELL:  When you say "sports" is that active
    34        participation or spectator participation or either one?
    35        A.  It could be either one, but I think the majority of it
    36        is in spectator participation, as opposed to participating
    37        yourself.
    38
    39   MR. RAMPTON:  I was going to ask you a question arising out of
    40        that.  In the age group 16 to 24, is that an important age
    41        group so far as McDonald's is concerned?
    42        A.  Yes.  Actually, you know, most age groups are important
    43        to us and that certainly is an important one along with the
    44        others.
    45
    46   Q.   Then there is the next age group up is, what, 24 to 35; is
    47        that right?
    48        A.  Yes, 24 to 35.  Sometimes because of the way that you
    49        buy advertising, it is 25 to 39 or 25 to 49.
    50 
    51   Q.   As the only person presently in court who can offer or 
    52        venture an opinion about this, would you like to hazard a 
    53        guess when your average American male stops participating
    54        in active sport?
    55        A.  I would not have a clue.
    56
    57   Q.   Perhaps that was not a very sensible question.  Can I move
    58        on to something which is related but different, what I call
    59        "copromotions", that is to say, we noticed when Mr. Hawkes
    60        was giving evidence that McDonald's has a hook up or a link

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