Day 299 - 13 Nov 96 - Page 27
1 adverts being shown not on children's TV but on TV AM.
2 That was page 46, still day 48.
3
4 There was a bit of an explanation from pages 24 to 26 about
5 the meaning of the various abbreviations that appear on the
6 charts, and the one that was COV/OTS was coverage and
7 opportunity to see, and then we saw from some of those
8 figures that the opportunity to see was 6.2 times.
9
10 On page 26, line 5, I think he agreed that it then must
11 follow that the advertisement would have been shown more
12 than 6.2 times. I think that 6.2 was not a particularly
13 unusual figure, so it is clear that in each advertising
14 campaign -- well, actually they seem to vary between about
15 three to eight, sevens and eights, things like that. But
16 it is clear that each advertising period means that a
17 substantial number of adverts are being shown.
18
19 I mentioned this this morning - I can't remember whether or
20 not I gave the references for it - the admission by Mr.
21 Hawkes that considerable use was made of children in the
22 adult advertisements. Did I give you the reference for
23 that?
24
25 MR. JUSTICE BELL: You may not have given me the reference.
26
27 MS. STEEL: And that the purpose was the reflection of a
28 typical day and typical week across McDonald's. That was
29 on day 41, page 26, line 13.
30
31 MR. JUSTICE BELL: Yes.
32
33 MS. STEEL: He said on day 41, page 58, line 8, that once you
34 get into evening time, whilst they say that they are trying
35 to -- actually, I am not sure whether he said this or
36 whether it was something he agreed with -- whilst
37 McDonald's say they are trying to purchase advertising time
38 targeted at adults, in fact you reach everyone, but it is
39 with that adult advertising, so the adverts are not aimed
40 at single adults but at families, and obviously families
41 involves children, includes children, so that is more
42 targeting towards children.
43
44 On day 42, there was a reference to a specific McDonald's
45 advertisement. I think it was one selling, it was a
46 children's advertisement and it was promoting or it was
47 talking about a promotion involving sunglasses. He said
48 that that advertisement would not go out in pure children's
49 TV time; it would go out in a much more mixed audience
50 viewing time, and that it was directed at tweens and young
51 teens.
52
53 He referred on day 48, page 46, line 48, to sponsoring
54 Games Master, a programme aimed at teenagers. They have
55 done that for the past two years, which had cost
56 approximately £256,000 per annum, and that that did not
57 come under the advertising budget as it was sponsorship,
58 the McDonald's logo being flashed up at the beginning and
59 end of the programme. It was a bit more than flashing up
60 actually. I did see it on a couple of occasions. So that
