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
