‘Skins': Red Bull In; No Sign of Clearasil

By Jon Lafayette
( Broadcasting & Cable )
published

Lower ratings for MTV's Skins
certainly isn't attracting more mainstream advertisers to the program.

Red Bull was one of the few packaged goods marketers that
continues to run spots in the show, condemned by the Parents Television Council
because its depiction of teen sex and drug use makes it "the most dangerous"
show on television for youngsters.

Clearasil, which had come under PTC pressure for sponsoring
the show, did not have a spot on Monday's episode. Reckitt Benckiser has said
it doesn't support any show, but buys ads when time is available.

Other than two spots for the "feminine health" product
RepHresh Pro-B, the only commercials during the hour were for movies and other
entertainment properties and public service announcements.

Last week, viewership of Skins
fell below one million. It debuted to 3.3 million viewers. MTV has said it is
sticking with the 10-episode series.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.