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.
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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?
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43 MS. STEEL: It might help. I still cannot find the notes that
44 I have got about this.
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46 MR JUSTICE BELL: We will break off until two o'clock.
47
48 (Luncheon Adjournment)
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