The Parents Television Council Monday released its annual ranking of the 10 “best” and “worst” advertisers determined by the organization’s evaluation of the “family-friendliness” of the primetime broadcast programs they chose to support.
Advertisers that landed on the best list primarily “sponsored family-friendly television shows, while those on the worst list often supported programs containing graphic sexual content, excessive violence or profanity,” the organization said in a statement.
“The role that television advertisers play in determining what type of content comes into every home in America cannot be overstated,” PTC President Tim Winter said in a statement. “We commend the advertisers on our best list that have chosen to associate their hard-earned corporate brands with positive programming that the entire family can watch together.”
Each company on the two lists purchased at least 25 ads on prime time broadcast programs. Companies with the most ads on green light shows, based on PTC’s trademarked traffic-light ratings system, were ranked the best, while companies with the most ads on red light shows were ranked the worst.
PTC so-called “campaign shows,” which consistently feature what it considers problematic sexual, violent or profane content, were given special weight.
According to the PTC, the rankings were as follows:
BEST
1. Coca-Cola
2. The Clorox Company
3. Century 21 Real Estate LLC
4. H&R Block, Inc.
5. Ferrero S.p.A. (U.S.A.)
6. CVS Caremark Corporation
7. Whirlpool Corporation
8. The Hershey Company
9. State Farm Mutual Automobile Insurance Co.
10. Hewlett-Packard Company
WORST
1. General Motors Corporation
2. Nissan North America, Inc.
3. L’Oreal USA, Inc.
4. Pepsi-Cola North America
5. GlaxoSmithKline Holdings (Americas) Inc.
[Brands include: Beano, Lowerthepain.com, Os-Cal, Nicoderm, Sensodyne,
Valtrex, Advair, Aquafresh, and Myalli.com]
6. Reckitt Benckiser, Inc.
[Brand: Delsym]
7. Target Corporation
8. Kohl’s Corporation
9. Verizon Communications, Inc.
10. Toyota Motor North America.
To compare this ranking to 2007, visit: http://www.parentstv.org/PTC/news/release/2007/0808.asp.
