Day 048 - 08 Nov 94 - Page 54
1 statement. It is not so.
2
3 MR. JUSTICE BELL: I think Mr. Morris, it was right in so far as
4 it might be meant to be referred in his evidence, was it
5 not.
6
7 MR. RAMPTON: He said in his statement but by implication, of
8 course, he incorporates everything in Mr. Hayden's
9 statement.
10
11 MR. MORRIS: No. That's the point. We didn't ask any questions
12 relevant to Mr. Hayden's statement because we only asked
13 him relevant to the evidence he gave and matters that we
14 brought up because obviously, Mr. Hayden covered a very
15 wide ground, well, wider ground and we avoided going into
16 them.
17
18 MR. JUSTICE BELL: I will not stop Mr. Rampton asking about this
19 but I will certainly give you leave to ask any question
20 about it when he is finished.
21
22 MR. RAMPTON: Can you look at that paragraph, I do not need to
23 read it out, Mr. Hawkes, one sees the number of
24 advertisements made specifically for children in the years
25 discussed there is very significantly less than it is for
26 adults; is that right?
27 A. Yes, that is correct.
28
29 Q. I am just wondering can you give us an update, tell us
30 whether those proportions have changed significantly in the
31 last two years?
32 A. In the last two years?
33
34 Q. Yes. 93/94?
35 A. It varies, I would imagine between the two years, but
36 we would still be producing more adult commercials than we
37 would children's commercials.
38
39 Q. I can tell you because I have done the arithmetic that 31
40 out of 128 is 24 percent. That for the whole of the five
41 year period, '87 to '92 and that for 1995 out of 28 is 17.9
42 percent. Between that sort of area - 18 to 24 percent - can
43 we assume that that is the same, roughly the same
44 proportion is what I am asking - the last two years?
45 A. I think we can assume that, yes.
46
47 Q. Now, perhaps a rather more difficult question to answer,
48 though not to ask, Mr. Hawkes, have you got the big fat
49 bundle still, pink VII? And could you please turn to Tab 16
50 which is, "Leo Burnetts, McDonalds Restaurants Limited 1991
51 Media Plans, Provision 17, Final Plan," dated 30th March
52 1992. Turn please, to page 321 of that file, and I use
53 this by way of illustration only. The market is London and
54 the period is 1991, is it?
55 A. Yes, it is.
56
57 Q. Now, what I am interested in is this: The top box
58 complete, the box going across the length of the page is,
59 we find TV AM, don't we, with the crosses which we have
60 seen before?
