Day 048 - 08 Nov 94 - Page 45

     
     1        type themes, are there not?
     2        A.  None of these are mutually exclusive.
     3
     4   Q.   So, in fact, you do not abandon the tweens in terms of your
     5        advertising, but they are included in the adult
     6        advertising?
     7        A.  We do not -- I mean, we do not abandon, certainly not.
     8        We have been -- and I think I said this earlier -- we have
     9        been actually fairly poor at specifically targeting that
    10        market.  They will see our family and our adult
    11        advertising.
    12
    13   Q.   They do not need to be specifically targeted as much, do
    14        they, because they are watching adult programmes, are they
    15        not?
    16        A.  It depends.  If the appropriateness of McDonald's as a
    17        product is not right for that particular age group, for
    18        whatever reason, then we will not be relevant to them.  So
    19        then they can see the adult advertising, but they still
    20        will not want to come to McDonald's, because it is not
         relevant to them.  I believe it is relevant, which is why
    22        tweens do come to our restaurants, but we do not write
    23        advertising, generally, with these tweens in mind.
    24
    25   MR. JUSTICE BELL:  Can I just stop a moment?  Is your point
    26        this, that the figure for 1992 is 14.66 percent of
    27        television advertising spend on children.  Some of the
    28        balance of 85.3 percent is biting on tweens who are, in
    29        fact, children, i.e., up to 15?
    30        A.  In the context of family advertising, yes, it would.
    31
    32   MR. JUSTICE BELL:  Is that your point?
    33
    34   MR. MORRIS:  I think so, yes.
    35
    36   MR. JUSTICE BELL:  Why did you not just put that right at the
    37        beginning?
    38
    39   MR. MORRIS:  Maybe we will move on.
    40
    MS. STEEL:  Would an example of that be that World Cup advert
    42        that you were relating the other day, that could well
    43        appeal to tweens?
    44        A.  Yes.  I think that would appeal to virtually all
    45        segments of the population.
    46
    47   Q.   Is it right that you are also currently sponsoring a
    48        programme, I think on Channel 4, called Gamesmaster?
    49        A.  That is correct.
    50 
    51   Q.   And that is a programme aimed at teenagers? 
    52        A.  Yes. 
    53
    54   MR. MORRIS: That does not come under children's advertising
    55        expenditure?
    56        A.  It is only two years ago that we did it.  It would not
    57        come under advertising, because it is not advertising, but
    58        it would come under a sponsorship line.
    59
    60   MS. STEEL:  So it would come under sponsorship, but your logo is