Day 048 - 08 Nov 94 - Page 08

     
     1                           JOHN HAWKES, recalled
     2                     Cross-examined by the DEFENDANTS
     3
     4   MS. STEEL:  I just wanted to ask, in your statement -- perhaps
     5        you should get it out; it is yellow 6, tab 1.  In
     6        paragraph 6, you have given figures for advertising
     7        expenditure, and you said that you have made minor
     8        amendments to what was in Michael Hayden's statement.  I
     9        just wondered why it was that he and you had different
    10        figures?
    11        A.  Well, what I did, basically, when I was asked to look
    12        at this statement to see if I agreed with it, I asked our
    13        advertising agency to check all of the numbers in that,
    14        which is the only way I can get at these figures, which I
    15        asked them to do; and they came up with the figures that I
    16        have in my statement.
    17
    18   Q.   So you did not work them out yourself?
    19        A.  No.  They came from the advertising agency.
    20
    Q.   Do you know where Michael Hayden got his figures from?
    22        A.  I do not, though I suspect it would have been the same
    23        area.  I do not know why there is the difference.  They
    24        were fairly marginal, I believe.
    25
    26   Q.   Are the figures that you have got there a percentage of
    27        total advertising that is directed at children, or are they
    28        television advertising?
    29        A.  As far as I can recall, that is television.
    30
    31   Q.   Just television?
    32        A.  Yes.
    33
    34   Q.   Do you know that, or not?
    35        A.  It is as far as I can recall, it is, yes.  I think that
    36        would make the most sense of the figures.
    37
    38   Q.   So you do not actually know?
    39        A.  If you are going to ask me to say 100 percent, then I
    40        would not say that, but I am 99 percent certain that they
         are just television figures.
    42
    43   Q.   Also, Mr. Hayden has got down 1986 where the figure is 31.7
    44        percent.  You did not put that in your statement.  But do
    45        you recognise that that -- I mean, is that a figure you
    46        accept?
    47        A.  Where was that?  Sorry.
    48
    49   MS. STEEL:   In page 2 of Mr. Hayden's statement.
    50 
    51   MR. JUSTICE BELL:  Page 5 of that section -- we have been on 
    52        page 2 -- there is a figure for 1986. 
    53        A.  Again, as far as I can recall, that was simply because
    54        that figure did not change.
    55
    56   Q.   That was?  Keep your voice up.
    57        A.  Sorry.  It was because the figure did not change.  That
    58        is the only reason I can see that we did not include it.
    59
    60   MS. STEEL:  Also in paragraph 6, would that just be for the