“Skins” advertisers are continuing to pull their ads from the new Monday MTV show. “Skins” advertisers leaving today include Subway and Schick, both of whom have decided they don’t want to be connected to a show that is being called “child porn” by some groups.
According to TMZ, Schick just pulled its ads from the show, stating “After ‘Skins’ on MTV aired last week, the makers of Schick Hydro decided not to advertise during the program because some of this show’s content is not aligned with Schick corporate guidelines.”
The decision by Schick to pull its ads follows another story from TMZ about Subway deciding that they didn’t want to be affiliated with the show either. Maybe this shouldn’t be surprising to anyone,;the show has received quite a bit of criticism for the way it is displaying sex and drug use by teens. Having teen actors on the show to portray those actions has made it even worse for MTV, and is taking the network down a road that they may not have expected here.
The list of advertisers that want nothing to do with “Skins” might be getting longer than the list of companies that want to have commercials airing during the show. In addition to Subway and Schick, the companies that have demanded MTV take their ads out of the rotation are H&R Block, Taco Bell, Wrigley, and General Motors (GM). Missing out on Taco Bell could be a huge hit to MTV, because that is one of the advertisers that can be found during nearly all of their late night shows.
It’s hard to imagine MTV is going to stick with “Skins” for much longer if the network can’t find the advertisers necessary to make the show a profit. There is one way of looking at this controversy in a positive light, and it is the fact that so much bad press could actually increase the ratings numbers to a point where MTV makes a big profit off of the ads being played during those commercial breaks. It might not work if they don’t have anyone left to pay for that ad space, though.
MTV has an important decision in front of them now, and it will be whether or not to bow to the pressures they are receiving from the press and now their advertisers in relation to their show. They had to know that they would receive letters for trying out a show like this, but maybe they didn’t expect the controversy to become so intense for the show.
It would no longer be surprising if MTV just decided to “can” the serious and move in a new direction, but it will all come down to the advertising money. Can MTV find advertisers that don’t mind the correlation between the show and its ads? If they do, MTV could have a show that continues to attract new viewers as it progresses through its first season on American television.