MEDIACOM
    Paul M. Bingham
    British American Tobacco Co. Ltd.
    Millbank
    Knowle Green
    Staines TW18 1DY
    22nd June 1993
    Dear Paul
    Attached is our review of international advertising expenditure in 1992
    for all major cigarette brands worldwide.
    We have split this into five regions and looked at the three main areas
    of international advertising expenditure - in-flight magazines, airport
    advertising and international press. The figures given for international
    press are fairly accurate for all regions as these are measured by
    LNA/Rorne Report. We have only looked at spend in titles in the USA
    which are genuinely international, such as Time and Newsweek, and
    which could also be bought in other regions worldwide.
    We also have detailed figures for in-flight magazines for Europe and
    Asia, but not for South America where the total spend in such titles
    would be very low. Spend for in-flights in the USA is almost non-
    existent and this may be explained by the increasing number of airlines
    which have banned smoking from their internal flights and in-flight
    magazines.
    Of the three types of medium investigated it was most difficult to
    obtain accurate information about adveErttsLmg aLLimorts, as no one
    body monitors this expenditure. In addition the figures available are
    for airport sites excluding departure lounges and duty free areas,
    which are not measured. Some of our agencies have made estimates,
    and attached is an appendix of advertising spends at some major
    worldwide airports.
    Given the 'limitations on obtaining accurate information about
    international advertising spends, the figures in the review should be
    treated with some caution. However, they do accurately reflect tremds
    in worldwide expenditure and point to the advertising dominance of
    three major brands - B & H, Marlboro and Rothmans - with Camel and
    DunhiII also, being big spenders in Europe. Rothmans is the dominant
    advertiser in Africa. In Europe, with the exception of B & H, BAT
    brands spend relatively small amounts in international media.
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    BATCo document for Legal Services: Health Canada 21 October 1999