CBS Rejects Super Bowl Ad from Gay Dating Site

Says ManCrunch spot does not meet network's Standards and Practices rule.

By Claire Atkinson -- Broadcasting & Cable, 1/29/2010 5:56:13 PM

CBS is saying no to a company offering to pay it $2.5 million for a spot to promote gay dating Website ManCrunch. The network said it has declined the 30-second spot because it did not meet the network's Standards and Practices rules.

"After reviewing the ad, which is entirely commercial in nature, our standards and practices department decided not to accept this particular spot," said CBS spokeswoman Shannon Jacobs. "We are always open to working with a client on alternative submissions."

One executive close to the network said CBS's sales department also had issues with ManCrunch's credit worthiness.  

ManCrunch press reps were not immediately available at time of writing.

The ad is viewable on the company's Website and shows two men dressed in football jerseys who brush hands over potato chips before lunging into an embrace. The site's slogan is "Where many many many men come out to play." 

The ad comes at a time when gay rights are in the news. The president's State of the Union address touched on the issue of gays in the military.

The company would appear to be one of many making a marketing play with the news of its rejection. The spot on YouTube has already gained 9,000 views.  ManCrunch is one of a number of spots that have been rejected by CBS. CBS would not name them, though a spot from Web-hosting servic, GoDaddy.com was also turned down. GoDaddy.com has had other spots accepted however.  One of the firm's two spots features racing car driver Danica Patrick and is called "Movies."  

CBS has drawn fire from abortion rights groups after agreeing to air an ad from Christian organization Focus on the Family that celebrates one mother's decision not to have an abortion. CBS said it had no problem with the spot's upbeat theme, which doesn't explicitly discuss abortion or the pro-life movement.