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
