Firms heed protests and abandon Desperate Housewives

by Sam Matthews,, Brand Republic 21-Oct-04, 13:00

LONDON - Kellogg's, Lowe's Home Improvements and Tyson Foods have pulled ads on the ABC TV series 'Desperate Housewives' after coming under fire from traditional family groups, which disapprove of the soap featuring four middle-aged women who live in misery and a fifth who committed suicide.

Lowe's, Kellogg's and Tyson, which have aired spots on the ABC Network during the show, do not plan to air any more ads, citing the show's leftfield script as the main reason for pulling out.

In total, five companies have come under attack from the American Family Association, which prides itself on reinstating traditional family values.

Frozen meal makers ConAgra and Pinnacle Foods Group has also been under attack.

Through two of its member websites, the AFA rallied thousands of supporters who began inundating the show's advertisers with emails and phone calls.

In a matter of hours, Lowe's and Tyson notified ABC they were pulling out of any future advertising on the show.

Gary Michaelson, a Tyson spokesperson, said: "The show is not consistent with our core values, which focus on operating with integrity and trust in all we do."

Although some of the most high-profile advertisers have pulled out, the ABC Network can be comforted by the fact that 'Desperate Housewives' has been a success.

Since its September 26 premiere it has stormed the ratings and come in at number four in the US ratings, securing more than 22m viewers. A 30-second television spot on the channel has roughly doubled to $300,000.

Channel 4 and sister channel E4 secured the UK rights to the drama series earlier this year after outbidding Five. It plans to screen it in a primetime slot in 2005.

'Desperate Housewives' has been billed as a dark comedy drama following the apparent domestic bliss of a group of upmarket suburban housewives.

It is narrated through the eyes of deceased wife, who aims to uncover the group's secrets. It features former 'New Adventures of Superman' star and Bond girl Teri Hatcher.

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