PTC Ranks Top Ten Best/Worst Advertisers

Advertisers Play Key Role in Keeping the Public Airwaves Free From Graphic TV Content

 

LOS ANGELES (August 22, 2006) -- The Parents Television Council™ has released its annual list of "Top Ten Best and Worst Advertisers" that ranks advertisers according to how frequently they sponsor wholesome, family-oriented television shows or those containing sexually graphic, violent or profane material.

 

"Corporate advertisers share accountability for the tide of graphic and gratuitous sex, violence and profanity on television today.  With their advertising dollars, they can choose to underwrite family-friendly television programming or they can elect to sponsor programs filled with raunch.  Responsible broadcasting is possible, and this responsibility not only falls on the entertainment industry, but also on the sponsors.  And from what we continually hear from most big corporate sponsors is that a responsible advertising practice is good for their business," said L. Brent Bozell, president of the PTC.

 

"We applaud our top ten best advertisers for ensuring that families have wholesome television programming to watch.  Companies such as Coca-Cola and Sears have helped to secure the commercial success of programs like American Idol and Extreme Makeover: Home Edition. We also applaud Ford for significantly changing its advertising practices.  Last year, the company was on our worst advertisers list.  This year, Ford is ranked the forth best advertiser, and is the only American car company on the best list.  It's also interesting to note that out of the top advertisers, six are automakers.  Four of those are foreign automakers and sadly, all are on the worst list."

 

A Ford representative says the company understands the importance of wise advertising decisions.  Marty Collins, Executive Director of Marketing for Ford, Lincoln and Mercury said, "We appreciate the recognition.  The goal of our marketing is always to showcase Ford Motor Company and its products in the best possible light with consumers."

 

The PTC's list of the Top Ten Best and Worst Advertisers is based on each company's prime time network television ad buys between October 2005 and May 2006.  Each company listed purchased at least 25 ads on prime time broadcast programs.  Companies with the most ads on PTC-rated green lighted shows were ranked the best, and those with the most ads on PTC-rated red lighted shows were ranked the worst.  To read more about the PTC's ratings system for television shows, see http://www.parentstv.org/ptc/familyguide/main.asp.

 

"Regardless of indecency oversight by the FCC or each network's standards and practices department, the bottom line is the bottom line. Advertisers play a critical role in determining how far producers are able to push the envelope.  The PTC's research operation conducts extensive analysis of television content, and we are delighted to share that content data – for free – to television advertisers so they can make more informed media buying decisions. And together with our 1.1 million members, we will continue to remind advertisers that their corporate values are reflected in the content of the programs they support," concluded Bozell.

 

The 2006 Top Ten Best and Worst Advertisers are:

 

Best	Worst
1. The Coca-Cola Company E. Neville Isdell, Chairman and CEO 1 Coca-Cola Plaza Atlanta, GA 30313-2499 Phone: 404-676-2121 Fax: 404-676-6792	1. General Motors Corp. Mr. Richard G. Wagoner Jr., Chairman & CEO 300 Renaissance Center Detriot, MI 48265-3000 Phone: 313-556-5000 Fax: 313-556-5108
2. The Campbell Soup Company Harvey Golub, Chairman 1 Campbell Place Camden, NJ 08103-1799 Phone: 856-342-4800 Toll Free: 800-257-8443 Fax: 856-342-3878	2. Toyota Motor Corp. Fuijo Cho, Chairman 9 W. 57th St. Ste. 4900 New York, NY 10019 Phone: 212-223-0303 Fax: 212-759-7670
3. The Walt Disney Company George J. Mitchell, Chairman 500 S. Buena Vista St. Burbank, CA 91521-9722 Phone: 818-560-1000 Fax: 818-560-1930	3. Volkswagen Frank Witter, CEO 3800 Hamlin Rd. Auburn Hills, MI 48326 Phone: 248-340-5000 Fax: 248-754-4930
4. Ford Motor Company William Clay Jr., Chairman 1 American Rd. Dearborn, MI 48126-2798 Phone: 313-322-3000 Toll Free: 800-555-5259 Fax: 313-845-6073	4. DaimlerChrysler Thomas W. LaSorda, President and CEO 1000 Chrysler Dr. Auburn Hills, MI 48326-2766 Phone: 248-576-5741 Toll Free: 800-736-5030 Fax: 248-576-4742
5. Cingular Wireless Rayford Wilkins Jr., Chairman Glenridge Highlands Two 5565 Glenridge Connector Atlanta, GA 30342 Phone: 404-236-6000 Toll Free: 866-246-4827 Fax: 404-236-6005	5. Target Corp. Robert J. Ulrich, Chairman and CEO 1000 Nicollet Mall Minneapolis, MN 55403 Phone: 612-304-6073 Fax: 612-696-3731
6. Altria Group [Parent company of Kraft Foods, Post Cereals, Jell-O desserts, Maxwell House coffees, Oscar Mayer foods, Miracle Whip, DiGiorno, Stove Top Stuffing, Crystal Light drink mixes, Kool-Aid, Cool Whip, Minute Rice, Shake ‘n Bake, Country Time drink mixes, Altoids] Louis C. Camilleri, Chairman and CEO 120 Park Ave. New York, NY 10017 Phone: 917-663-4000 Fax: 917-663-2167	6. GlaxoSmithKline [Products include: Zyban, Valtrex, Flonase, Imitrex] Sir Christopher Charles Gent, Chairman 1 Franklin Plaza Philadelphia, PA 19101 Phone: 215-751-4000 Fax: 215-751-3233
7. DreamWorks Stacey Snider, Co-Chairman and CEO 1000 Flower St. Glendale, CA 91201 Phone: 818-733-7000 Fax: 818-695-7574	7. Nissan Motors Carlos Ghosn, President and CEO 18501 S. Figueroa St. Gardena, CA 90248 Phone: 310-771-5631 Fax: 310-516-7967
8. Schering-Plough Corp. [Products include: Claritin, Dr. Scholls, Nasonex] Fred Hassan Chairman, President, and CEO 2000 Galloping Hill Rd. Kenilworth, NJ 07033-0530   Phone: 908-298-4000 Fax: 908-298-7653	8. American Express Inc. Kenneth I. Chenault, Chairman and CEO World Financial Center 200 Vesey St. New York, NY 10285 Phone: 212-640-2000
9. Darden Restaurants, Inc. [Parent company of Olive Garden, Red Lobster, Bahama Breeze, Smokey Bones BBQ] Clarence Otis Jr., Chairman and CEO 5900 Lake Ellenor Dr. Orlando, FL 32809  Phone: 407-245-4000 Fax: 407-245-5389	9. Apple Computers Inc. Steven P. Jobs, CEO and Director 1 Infinite Loop Cupertino, CA 95014 Phone: 408-996-1010 Fax: 408-974-2113
10. Sears Holdings Corp. Edward S. Lampert, Chairman 3333 Beverly Rd. Hoffman Estates, IL 60179  Phone: 847-286-2500 Fax: 847-286-7829	10. Circuit City Stores Phillip J. Schoonover Chairman, President, and CEO 9950 Mayland Dr. Richmond, VA 23233  Phone: 804-527-4000 Fax: 804-527-4164