Parents can use their Christmas shopping dollars to tell television advertisers which shows to promote, the Parents Television Council (PTC) said in releasing its 2019 Best and Worst TV Advertisers.
Christmas shopping affords an added opportunity to discourage advertisers from promoting television shows that are damaging to children, PTC Program Director Melissa Henson said in releasing the latest list.
“Although we’ve never called for boycotts, I think it’s important for us to vote our values when we shop.” Henson told BP Thursday (Nov. 21). “So if there are companies out there that are really making a conscientious effort to do the right thing, to put their ad dollars behind responsible family-friendly programming, we should be applauding and supporting that by buying from those companies.
“On the flip side, if there are companies out there that go out of their way to underwrite some of the most problematic content you’re ever going to see on TV,” she told BP, “then we should also try to avoid shopping with those companies, and there certainly are several companies that fit that category on our worst list.”
Advertisers change their sponsorship behavior based on consumer feedback including purchasing behavior, Henson said.
“Where we have an opportunity to influence Hollywood is not necessarily in appealing directly to the people that are creating and distributing the content, because they don’t care as long as they’re getting their money,” Henson said. “Where we have an opportunity to have an impact is by influencing the advertisers, because if the advertisers alienate consumers or potential consumers, that affects [the advertisers’] bottom line and that’s when they’re going to get nervous.”
The annual list is not a product endorsement, but an indication of the types of programming advertisers promote or the types of products they offer.
Dropped from Best list in 2019 is AT&T, which lost standing by purchasing Time Warner, which includes HBO. The network offers programming that PTC deems problematic for children, like the sex- and violence-laden Game of Thrones, and Euphoria, a teen-targeted drama glorifying teen sex and drug use. The cell provider is on the Worst list for 2019. Also, Limited Brands has been on the Worst list since 2017, based on its purchase of Victoria’s Secret lingerie company, which produces advertising that PTC deems problematic for children.
Wendy’s and Verizon are new additions to the Best list.
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Source: Baptist Press