Day 299 - 13 Nov 96 - Page 21


     
     1        moment I am not very much impressed by a comparison with
     2        other companies, because the evidence seems to me, if it is
     3        evidence, to be pretty unreliable.  I am not sure it is
     4        frightfully relevant.
     5
     6        The point is, you say that a significant part of their
     7        turnover and, in any event, an awful lot of money is spent
     8        on it.
     9
    10   MS. STEEL:   Yes, that is the important point.  I wanted to
    11        bring at that up in case Mr. Rampton -- because we don't
    12        know what he is going to say.
    13
    14   MR. JUSTICE BELL:   No.
    15
    16   MS. STEEL:   Now, Mr. Hawkes said that the key medium that
    17        McDonald's use for advertising is television, then radio,
    18        outdoor, then -- well, also radio outdoor and some
    19        magazines and press.  Outdoor, he said, meant poster
    20        sites.
    21
    22        I was going to come on to this in more detail, but if
    23        television is the key medium, I think that is particularly
    24        significant because there is far more advertising to
    25        children on television than there is to adults by
    26        McDonald's.
    27
    28        I am sorry about this, but my notes are actually not in a
    29        very good order.
    30
    31   MR. JUSTICE BELL:  Just sit down and -----
    32
    33   MS. STEEL:   I don't know if I can -----
    34
    35   MR. JUSTICE BELL:  You would be better off sitting down anyway.
    36        Not only are you less tired by the end of the day, but you
    37        are closer to your notes.
    38
    39   MS. STEEL:   Yes, I don't have to look down at the bench.
    40        (Pause)  Maybe the easiest thing is if I go through some of
    41        the charts that we saw in pink volume 7, just to give a
    42        summary of what they show.  What I will do is actually type
    43        these up and give them to you.
    44
    45        But just to do a summary, in 1987, in seven of the
    46        television regions throughout the UK, there were more weeks
    47        of advertising to children by McDonald's than there were
    48        weeks of advertising to adults.  And there were only three
    49        where there were more weeks of advertising to adults than
    50        there were to children.
    51
    52        Also, in 1987 in the border region, the border advertising
    53        region, there were two weeks of advertising to children and
    54        none at all to adults.  And in central Scotland, three
    55        weeks to children and none to adults.  And this is the
    56        point about how when the company starts up in a particular
    57        region, it targets children and virtually all the
    58        advertising would be aimed at children.
    59
    60        And it appears from the figures that we have got, that 1987

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