White Castle Slides Into MTV's 'Skins'

Movie trailers, game ads, PSAs, MTV promos occupy other spots

By Jon Lafayette -- Broadcasting & Cable, 3/15/2011 12:31:51 PM

Most product advertisers have pulled out of MTV's controversial drama Skins, but this week fast-food chain White Castle slid in.

Nearly all of the other commercial time in Monday's episode was occupied by movie trailers, video game ads, public service announcements and promotions for other MTV Shows.

The Parents Television Council called Skins, which depicts the sex and drug activities of a group of teens, the most dangerous show for children ever to appear on television.

The show also gained notoriety because executives at MTV and its parent company Viacom reportedly were concerned that it might be violating child pornography laws because some cast members were teenagers.

After its premiere episode, several advertisers including Taco Bell, Subway, General Motors, H&R Block, L'Oreal and Schick pulled out of the show. The product marketers that appeared in subsequent episodes-Clearasil and Red Bull-haven't had a spot in the show in weeks.

Boosted by having a new episode of Jersey Shore as a lead-in, Skins premiered to 3.3 million viewers. Ratings dropped off sharply but in the last few weeks have leveled off at just over 1 million total viewers.

The final episode of Skins airs this Monday.