Day 054 - 24 Nov 94 - Page 35
1 advertisement that may be seen only rarely or occasionally,
2 and the effects of advertising that is regularly seen on
3 television.
4
5 I talked earlier about the monitoring surveys that I had
6 been involved with, and the fact that McDonald's was the
7 only product in those three surveys which consistently
8 appeared in the top five advertised products. I have also
9 looked at the media plans which have been provided.
10
11 Q. They are in pink volume VII.
12 A. For example, the 1988 media plans.
13
14 Q. Sorry, we have all just got to find them. 1988 media plans
15 Revision 12; is that what it says?
16 A. Yes.
17
18 Q. That is tab 13 in the bundle.
19 A. The page, I do not have a page number, but it is called
20 media plan No. 12 -- sorry, they may all be called that.
21
22 MR. JUSTICE BELL: 88 media plan Revision 12?
23 A. Yes, the first page.
24
25 MS. STEEL: Is that the one for London? Has it got "London" in
26 the top right corner?
27 A. Yes.
28
29 Q. That is page 241 of the bundle. What did you want to say
30 about that?
31 A. In the left-hand column it gives details of advertising
32 as broken down between children's television, adults'
33 television, radio and other media. In the right-hand
34 column among the other figures provided are the number of
35 weeks in that year in which McDonald's adverts were shown.
36 It can be seen that the figure on the right is 41 weeks, 41
37 weeks out of 52.
38
39 Q. In your experience, is that frequency something that is
40 fairly standard or is that more than what is usual?
41 A. In my experience, most advertisers schedule their
42 advertising in bursts. A particular manufacturer may have
43 a range of different products which they may advertise at
44 different times, but they are different brands and
45 advertised as such. In my experience, I would say this
46 level of advertising is amongst the highest for its
47 regularity. Also, it is likely that children will see some
48 adult orientated TV advertising as well. So, in addition
49 to those 41 weeks, that is a minimum to which they are
50 likely to be exposed.
51
52 Q. With such a frequency of advertising as, say, 41 weeks out
53 of the 52 weeks of the year, what do you think the effect
54 of that is likely to be?
55 A. The effect is to have a fairly constant reminder of
56 children of McDonald's, to present McDonald's as
57 omnipresent. If we look at the other markets, in the next
58 page, TVS is 42 weeks, Anglia is 42 weeks, Birmingham is
59 43, Manchester is also 43.
60
