Coca-Cola, Campbell Soup, Disney top “best” while GM, Toyota, VW lead “worst” category, according to group’s definition of family-oriented programming.
The Parents Television Council has released its annual “Top Ten Best and Worst Advertisers” list that ranks advertisers according to how frequently they sponsor what PTC considers to be “wholesome, family-oriented television shows or those containing sexually graphic, violent or profane material.”
PTC’s 2006 Top Ten Best and Worst Advertisers are:
1. Coca-Cola Enterprises Inc.
2. The Campbell Soup Company
3. The Walt Disney Company
4. Ford Motor Company
5. Cingular Wireless
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]
8. Schering-Plough Corp.
[Products include: Claritin, Dr. Scholls, Nasonex]
9. Darden Restaurants Inc.
[Parent company of Olive Garden, Red Lobster, Bahama Breeze, Smokey Bones BBQ]
10. Sears Holdings Corp.
1. General Motors Corp.
2. Toyota Motor Corp.
5. Target Corp.
[Products include: Zyban, Valtrex, Flonase, Imitrex]
7. Nissan Motors
8. American Express Inc.
9. Apple Computers Inc.
10. Circuit City Stores
The PTC’s list is based on each company’s primetime network television ad buys between October 2005 and May 2006. Each company listed purchased at least 25 ads on primetime 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/weekly.asp.