Day 006 - 05 Jul 94 - Page 39


     
     1        A.  Yes, ours are even tougher than theirs.
 
     2   Q.   So do not you think it is damaging to advertise during
              children's programming?
     3        A.  No, I do not.
 
     4   MR. JUSTICE BELL:  At all, or McDonald's?
 
     5   MR. MORRIS:  Sorry, I mean McDonald's?
              A.  No, I do not think it is damaging at all.  I think as
     6        long as we abide by the rules, as long as we vet the adds
              through the independent people who are charged with that
     7        responsibility, there is nothing wrong with it- in fact it
              is not going to see the light of the day if it has not
     8        gone through that process. It is not for me just to put
              something out on the television without going through the
     9        process of approval- it cannot happen.
 
    10   Q.   Just hold on one minute.  You said that- I believe the
              bulk of your advertising goes out ...
    11        A.  To adults.
 
    12   Q.   ... When children are watching but most ----
              A.  No.
    13
         Q.   But?
    14        A.  I did not say they at all. I said some something
              approaching 75 maybe as much as 80 per cent of our
    15        advertising is aimed at adults, something between 20 an 25
              per cent is targeted via ronald mcdonald at children.
    16
         Q.   What percentage is targeted in the cross- over period when
    17        children an adults are both watching television?
              A.  I do not know the percentage - a large part
    18        historically of our advertising budget was done in the
              prime- time five o'clock to nine o'clock period of the day
    19        when I think the typical family is watching television.
 
    20   Q.   Let us say the largest chunk is at that time when the
              family are there ...
    21        A.  Yes.
 
    22   Q.   ... And 20, 25 per cent is done when children are there on
              their own- obviously a generalisation- it is fair to say
    23        that the bulk of the advertising goes out when children
              are watching yes?  But some of the time their parents are
    24        there as well?
              A.  The bulk of our advertising money is spent on adult
    25        time, adult programmes. There may be some children
              watching, I do not know, just like there maybe a lot of 
    26        adults watching children's programmes with their 3 and 4 
              and 5 year olds, I have no way of knowing that. 
    27
         Q.   But you target your advertising?
    28        A.  To adults.
 
    29   Q.   At a time- well the cross- over ----
 
    30   MR. JUSTICE BELL:  Can we just be clear because there may very
              well be a distinction between who is or may be watching at

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