PTC Singles Out Top MTV Sponsors

Mar 30, 2005  •  Post A Comment

Procter & Gamble appears to be the leading sponsor of “sleaze” on MTV, according to a report released Wednesday by the watchdog Parents Television Council.

The report, intended to identify the top advertisers on a network that PTC contends is “poisoning the minds of impressionable children,” said the major consumer products company had 218 ads on MTV during a week of the network’s spring break coverage last March.

The other top MTV advertisers during the same study period, according to PTC, were Sony Corp., 170 ads; Time Warner, 131; PepsiCo, 115; MTV owner Viacom, 112; Colgate-Palmolive, 98; Hershey Foods, 94; Cadbury Schweppes, 89; Foot Locker, 85; and General Electric, 84.

A previous PTC study alleged that MTV’s programming includes substantially more sex and foul language than broadcast TV fare. “MTV is tremendously influential in the lives of millions of children, and these companies [MTV advertisers] know it,” said L. Brent Bozell, PTC president, in a statement. “These companies must be held accountable for underwriting this material.”

MTV had no immediate comment.