Day 046 - 04 Nov 94 - Page 11

     
     1
     2   Q.   So are you saying almost that you are discouraging those
     3        people coming into your restaurants?
     4        A.  Do not discourage them, do not encourage them; it is
     5        just that it is not a target.
     6
     7   Q.   Is it not more likely, Mr. Green, that those children who
     8        feature in your adult commercials relate to that content of
     9        the commercials and, therefore, you feel in that way you
    10        are taking care of their concerns; they are not being left
    11        out?
    12        A.  Again, if you mean to say that teenagers watch adult
    13        advertising and enjoy adult advertising, I think the answer
    14        is "yes".
    15
    16   Q.   Yes; and because of that they might go to McDonald's?
    17        A.  That is correct.
    18
    19   MS. STEEL:   Just in order that I can do some calculations and
    20        think about this a bit more, and perhaps leave it for
         addressing the judge, an advertisement that went out
    22        during, say, the Olympics----
    23        A.  Yes.
    24
    25   Q.   And so reached millions of people?
    26        A.  Yes.
    27
    28   Q.   Hundreds of millions, maybe; I do not know.  Would each of
    29        those persons watching be counted when the average was
    30        being worked out of the number of times an average person
    31        watches an advert per year?
    32        A.  Yes.  That is counted in the -- for example, I think
    33        I said 270 -- that is counted in that time, yes.
    34
    35   MR. MORRIS:  The major sporting events, are they down as adult?
    36        A.  Yes.
    37
    38   Q.   That is 18s to 49s?
    39        A.  Yes.
    40
    Q.   Are you concentrating quite of lot of your advertising in
    42        major sporting events; in fact, is that a major theme for
    43        your last couple years of the development of your
    44        advertising?
    45        A.  I think it is a highly rated programming, so we have
    46        concentration in it.  I am trying to remember.  To the best
    47        of my discussion (sic), I think it may be 15 per cent,
    48        maybe.  That sounds about right.
    49
    50   Q.   15 per cent of your---- 
    51        A.  Adult advertising. 
    52 
    53   Q.   ----budget?
    54        A.  Not budget; of the impressions.   The majority of our
    55        advertising runs in prime time Monday through Sunday.  The
    56        majority of our advertising does not run in sports
    57        programming.  As I said before, in general, sports
    58        programming tends to be a bit lower rated, until you get to
    59        the finals, and then obviously the finals are only a few
    60        programmes.