LOS ANGELES, Coca-Cola, Whirlpool and Hewlett-Packard were ranked among the 10 best television advertisers based on the content in prime time broadcast programs they chose to support, according to the Parents Television Council, a pro-family watchdog group.
"The role that television advertisers play in determining what type of content comes into every home in America cannot be overstated," Tim Winter, the group's president, said in a news release. "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."
The 10 best: Coca-Cola, The Clorox Company, Century 21 Real Estate, H&R Block, Ferrero SpA (USA), CVS Caremark Corporation, Whirlpool Corporation, The Hershey Company, State Farm Mutual Automobile Insurance and Hewlett-Packard.
The Parents Television Council based its rankings on each company's prime time network television ad buys during the 2007-08 season. Companies with the most ads on green light showsthose determined by PTC to be family friendlywere ranked the best, while those companies with the most ads on red light shows were ranked the worst.
"Parents can thank many of the advertisers on the worst list for enabling the networks to pump some of the most shocking and outrageous content on the air today directly into their living rooms," Winter said.
The 10 worst: General Motors Corporation, Nissan North America, L'Oreal USA, Pepsi-Cola North America, GlaxoSmithKline Holdings, Reckitt Benckiser, Target Corporation, Kohl's Corporation, Verizon Communications and Toyota Motor North America.
"We call on our members and all concerned citizens to carefully consider which companies they will support with their shopping dollars," Winter said. "While Kohl's and Target landed on our worst list, Wal-Mart barely missed the cut off for our best list and is to be lauded for its commitment to families.
"It is up to consumers to show companies that supporting family friendly programming makes good business sense. The PTC will continue to encourage corporate responsibility for advertising buys and ask consumers to do the same by reinforcing that message with their wallets."