Day 041 - 28 Oct 94 - Page 34
1 Q. The ----?
2 A. A different department.
3
4 Q. Amongst the people who are coming to court to give evidence
5 about the British McDonald's is Mr. Ed Oakley. Will he
6 know about that?
7 A. He should do; he is responsible for the Communications
8 Department, yes.
9
10 Q. One final matter, Mr. Hawkes: Is there an abstract up
11 there -- yet another piece of paper? We are going to give
12 you another file, my Lord. This is the abstract. (Handed)
13 Can I ask you a preliminary question, Mr. Hawkes?
14 I notice, from looking at that last table we looked at,
15 that the total media expenditure of McDonald's in this
16 country for 1992 was roughly £21.7 million.
17 A. Yes.
18
19 Q. No -- sorry, that was for adults so, if you add on the kids
20 as well, that is roughly £25 million for 1992. Does that
21 include what is spent locally by franchisees or store
22 managers or not?
23 A. No, it would not be; that would be the national media
24 expenditure.
25
26 Q. In this document, can you please turn to the fourth tab,
27 section 4?
28
29 MR. JUSTICE BELL: Could I just ask, is there any rule of thumb
30 which we can apply to the figures to see how much is
31 television advertising? The witness statements I have read
32 really seem to me to concentrate almost entirely on
33 television advertising.
34 A. The majority of our budget does go on television
35 advertising. It will vary, but it has to be up around the
36 90 per cent of the media element of the budget would be on
37 television; that kind of figure.
38
39 MR. RAMPTON: My Lord, the figures, the breakdown is to be found
40 in pink VII for, for example, 1992 at tab 17. It might be
41 worth your Lordship having a look at that because it
42 confirms what Mr. Hawkes was just saying. Page 349 of the
43 bundle. It is the McDonald's Restaurant 1992 Media. One
44 can see television advertising is far and away the heaviest
45 item of expenditure. It is followed by radio. Mr. Hawkes,
46 you do not have this document at the moment, but it says
47 that £16.5 million was spent on adults' advertising, or the
48 budget was that; for children's it was 2.7; for radio the
49 total budget, presumably adults as well as children, was
50 2.8 million. Are those sort of right?
51 A. They sound about the right kind of ratio, yes.
52
53 Q. Nothing else got much over half a million, as far as I can
54 tell. Tab 4 of this file, Mr. Hawkes, is called
55 "Advertising", is it?
56 A. Yes, it is.
57
58 Q. If you turn to page 3 -- the page numbers are at the top --
59 you will see in the third paragraph there are only two
60 items in this document which concern the United Kingdom
