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Press Release

PTC Releases Best/Worst TV Advertisers List, with a Twist

Release Date: 11/21/2013

LOS ANGELES (November 21, 2013) – The Parents Television Council has released its annual Best and Worst TV Advertisers List  which focuses on companies that sponsor more family-friendly TV programming and those that do not. This year’s list with a “twist” ranks the best and worst advertisers by brand category rather than just by the corporate parent as the PTC’s past lists have done. 

The list can be found at www.parentstv.org/adbw2013.

“This year’s analysis should provide greater clarity for those members of the public who wish to ‘vote with their wallets’ and have a direct impact in support of family entertainment. Those who are concerned about the effect that harmful media content has on children can play their part in supporting the ‘good’ sponsors and avoiding the ‘bad’ sponsors based on individual products,” said PTC President Tim Winter.

“We base this list purely on the sponsorship behavior we see from these companies. The most inspiring corporate performance came from Walmart, which had the best score across all categories. Walmart has a longstanding commitment to sponsoring more family-friendly TV programming. Walmart’s own market research found an 18 percent improvement in performance of its ad when that ad appears on a family-friendly program, as opposed to a program containing graphic sex and violence.

“The most disappointing corporate performance came from McDonalds. Even as a family brand, McDonalds was among the very worst performers.

“With other companies, we noted similar patterns to our past lists. For instance, brands owned by Procter & Gamble, General Mills, Smucker’s, Clorox, and Johnson & Johnson continued to perform very favorably, just as they had in prior years. And brands owned by Unilever and Pepsi consistently underperformed.

“TV sponsors should keep this in mind for future ad buys. A study from the Department of Psychology at Iowa State University suggests that programs with high levels of violent or sexual content can actually repress the viewers’ ability to recall advertised brands. By contrast, subjects who watched ‘neutral’ programming were better able to recall the ads the following day.

“We encourage the public to use this list when they’re shopping, and we hope that the worst brands are motivated to improve the direction of their media spending. Advertisers are the true ‘customer’ of television programming, and they play a vital role in determining content – for better or worse,” Winter concluded.

PTC’s Best/Worst TV Advertisers List – 2013

The list is based on each company’s prime time broadcast television ad buys during the 2012-2013 television season. Using the PTC’s trademarked traffic light ratings system, each company was assigned a point value based on the number of green, yellow and red light shows it sponsored. Special weight was assigned to advertisers that demonstrated a corporate commitment to sponsor family-friendly programming. Visit the PTC’s prime time TV show ratings, the Family Guide, at http://w2.parentstv.org/main/Toolkit/FamilyGuide.aspx.

The separate product categories include: Wireless Providers, Banks, General Retail, Clothing Retail, Fast Food Restaurants, Restaurants, Beverages, Personal Items/Groceries, Cosmetics/Hair Care, and Automobiles.

Wireless Providers

Best

Worst

Sprint

AT&T

 

Verizon

Banks

Best

Worst

TD Bank

Wells Fargo

Chase

Bank of America

General Retail

Best

Worst

Walmart

JC Penney

Sears

Kohl’s

 

Macys

 

Target

Clothing Retail

Best

Worst

Famous Footwear

Old Navy/Gap

H&M

Burlington Coat Factory

Fast Food Restaurants

Best

Worst

Dunkin Donuts

McDonalds

Dominos Pizza

Subway

Wendy’s

Taco Bell

Arby's

 

Restaurants

Best

Worst

Red Lobster

TGI Friday’s

Cracker Barrel

Red Robin

Beverages

Sub-Category

Best

Worst

Fruit Juice

Ocean Spray

Motts Apple

Welch’s

Coffee/Tea

Folgers Coffee

Lipton Tea

Nespresso

Soft Drink

Coca Cola

Diet Coke

Diet Pepsi

Dr Pepper

Personal Items/Groceries

Sub-Category

Best

Worst

Toilet Paper

Charmin

Quilted Northern

Paper Towels

Bounty

Brawny

Toothpaste

Crest

Colgate

Aquafresh

Mouthwash

Act Mouthwash

Listerine

Cosmetics/Hair Care

Best

Worst

Pantene

Maybelline

Estee Lauder

L'Oreal

Automobiles

Best

Worst

Chevrolet

Honda


The Parents Television Council® (www.parentstv.org) is a non-partisan education organization advocating responsible entertainment. It was founded in 1995 to ensure that children are not constantly assaulted by sex, violence and profanity on television and in other media.

This national grassroots organization has more than 1.3 million members and 56 chapters across the United States, and works with television producers, broadcasters, networks and sponsors in an effort to stem the flow of harmful and negative messages targeted to children.

The PTC™ also works with elected and appointed government officials to enforce broadcast decency standards. Most importantly, the PTC produces critical research and publications documenting the dramatic increase in sex, violence and profanity in entertainment. This information is provided free of charge so parents can"make informed viewing choices for their own families.

Visit the new PTC Watchdog Blog at www.parentstv.org/blog.

Follow the PTC on Twitter: @ThePTC.
 
Like us on Facebook at www.facebook.com/ptcusa.

To speak with a representative from the Parents Television Council, please contact Kelly Oliver at (703) 307-9404 or email at kelly@kellyoliverpr.com.