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

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