Day 299 - 13 Nov 96 - Page 25


     
     1        was the day that they arrived at Barlow Lyde & Gilbert.  So
     2        why they were not disclosed for six months, I don't know.
     3
     4        Mr. Hawkes said about this chart that the children's --
     5        well, it is entitled 'Kids' -- "The 'kids' column was the
     6        amount of money that we would put behind advertising that
     7        we defined as targeted towards children."  That was on day
     8        41, page 28, line 51.  He said that that definition had
     9        changed over the course of time.  Currently, it was aged
    10        two to seven, earlier on it would have been up to aged
    11        twelve or thirteen.  That was on the same page, just
    12        further on.
    13
    14        Bearing in mind that Mr. Hawkes said on day 48, page 8,
    15        line 18, that the figures in the statement were not
    16        calculated by him, they were supplied by the advertising
    17        agency, and also that further on that page, he said he
    18        thinks they are just figures for the television but he is
    19        not certain, that just demonstrates the point that no real
    20        weight can be put on these figures because we were not able
    21        to establish from Mr. Hawkes how they were worked out, how
    22        the advertisements were categorised into children's or
    23        adults' -- how the expenditure was categorised into
    24        children's or adults' -- whether or not it was by the time
    25        of showing or by type of ad', the only real thing I think
    26        you can get from the chart is the overall spend on
    27        advertising.
    28
    29        Also, that whatever proportion it is, it is clear that it
    30        is a massive sum of money that McDonald's is spending on
    31        advertising to children.  I mean, the figures here are
    32        really the minimum, and they are all up around the three
    33        million pounds a year mark.  There is only one year, it was
    34        1986, when it was below three million a year.
    35
    36        The other thing about that chart is that it does actually
    37        say 'total media expenditure', which might mean that it was
    38        not just television expenditure, and that Mr. Hawkes had
    39        got that wrong.
    40
    41   MR JUSTICE BELL:  Do you want to break off there?
    42
    43   MS. STEEL:   It might help.  I still cannot find the notes that
    44        I have got about this.
    45
    46   MR JUSTICE BELL:  We will break off until two o'clock.
    47
    48                        (Luncheon Adjournment)
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