Coca Cola best advertiser on TV in the US; GM worst: Parents TV Council

MUMBAI: The Parents Television Council (PTC) has released its annual list of Top Ten best and worst advertisers.

This ranks advertisers according to how frequently they sponsor wholesome, family-oriented television shows or those containing sexually graphic, violent or profane material.

PTC president L. Brent Bozell says, "Corporate advertisers share accountability for the tide of graphic and gratuitous sex, violence and profanity on television today. With their advertising dollars, they can choose to underwrite family-friendly television programming or they can elect to sponsor programs filled with raunch.

"Responsible broadcasting is possible, and this responsibility not only falls on the entertainment industry, but also on the sponsors. And from what we continually hear from most big corporate sponsors is that a responsible advertising practice is good for their business”.

The PTC’s list is based on each company’s prime time network television ad buys between October 2005 and May 2006. Each company listed purchased at least 25 ads on prime time 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.

The 2006 Top Ten Best and Worst Advertisers are:


1. Coca-Cola

2. Campbell Soup

3. Disney

4. Ford Motor

5. Cingular Wireless

6. Altria Group

7. DreamWorks

8. Schering-Plough Corp.

9. Darden Restaurants, Inc.

10. Sears Holdings Corp.


1. General Motors

2. Toyota Motor

3. Volkswagen

4. DaimlerChrysler

5. Target

6. GlaxoSmithKline

7. Nissan Motors

8. American Express

9. Apple Computers

10. Circuit City Stores

Bozell adds, "We applaud our top ten best advertisers for ensuring that families have wholesome television programming to watch. Companies such as Coca-Cola and Sears have helped to secure the commercial success of programs like American Idol and Extreme Makeover: Home Edition.

"We also applaud Ford for significantly changing its advertising practices. Last year, the company was on our worst advertisers list. This year, Ford is ranked the forth best advertiser, and is the only American car company on the best list. It’s also interesting to note that out of the top advertisers, six are automakers. Four of those are foreign automakers and sadly, all are on the worst list.”


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