Day 054 - 24 Nov 94 - Page 36

     
     1   Q.   So they are all fairly similar?
     2        A.  Yes, this appears from these to be typical -- not just
     3        pertaining to the London market.
     4
     5   Q.   As far as you are aware, is the situation the same in other
     6        years as well?
     7        A.  I think by looking at that does present a broadly
     8        similar pattern over the other years.  The figures that
     9        I am looking at here for other years all seem to be of the
    10        same level.  In addition, if one considers the amount of
    11        money that McDonald's spends, if I can draw your attention
    12         ---
    13
    14   Q.   Can you hold it up?
    15        A.  -- to the document that was published in Campaign?
    16
    17   Q.   That was disclosed this morning.  It should be behind
    18        Ms. Dibb's statement.
    19
    20   MR. JUSTICE BELL:  Can you hold it up?
         A.  Yes.
    22
    23   MS. STEEL:  Can you just state first what Campaign is?
    24        A.  Campaign is the trade association for people interested
    25        in, involved in, advertising and other marketing.  These
    26        figures were published on 29th April this year and look at
    27        brand advertising in the UK, quoting amounts spent in 1993
    28        and comparing it with amounts spent in 1992.  It ranks the
    29        products.  These are the top 300 brands that were
    30        advertised in 1993, across all products and services, not
    31        just relating to food.
    32
    33   Q.   Are there specific parts that you want to draw our
    34        attention to?
    35        A.  Yes.  As you can see, on the first page McDonald's is
    36        the second largest brand advertiser.  It was in 1993.  Its
    37        expenditure is just over 27 million.
    38
    39   Q.   It appears to have gone up quite a bit from 1992?
    40        A.  Yes, this is a 43 per cent increase over 1992.  My
         understanding of these figures, that these are what is
    42        called "above the line" advertising rather than including
    43        "below the line" other promotional expenditure.
    44
    45   Q.   Right.
    46        A.  What is clear is that McDonald's is ranked far higher
    47        and spends a great deal more money than any of its
    48        fast-food rivals.  One has to look to position 79 on the
    49        second page where one finds Burger King which spent just
    50        over six and a half million on advertising in 1993.  So, we 
    51        can see that that is approximately a quarter of what 
    52        McDonald's spent in the same year. 
    53
    54        Then on page 4, in position 125 is Kentucky Fried Chicken
    55        and at position -----
    56
    57   MR. JUSTICE BELL:  Can you just pause a moment?  Mine have got
    58        in the wrong order.
    59        A.  Sorry, mine are in the wrong order as well.  It is
    60        page 3 but it is actually in the position of page 4.  That