According to American Family Association, only five national advertisers placed ads during NBC’s “The Book of Daniel, a two-hour series that premiered last Friday night.
AFA says those advertisers came under fire from consumers who found the content disrespectful to people of the Christian faith. Immediately, three of the five companies whose ads placed on the show said they would refrain from future episodes. Chattem (Gold Bond, Icy Hot), Combe Inc. (Just For Men) and H&R Block said they would no longer advertise on the program.
Mazda and Burlington Coat Factory have not announced a decision in response to consumer requests they drop the show.
One of the companies told AFA that it got a call as late as last Thursday, saying the ads were for sale at a bargain basement price and guaranteed good ratings. Without knowing the content, the company bought it. Another said it was trying to determine why it appeared on the show without their knowledge.
“NBC lost a lot of money on this show that got a dismal 2.7 Nielson rating,” said Randy Sharp, director of special projects for AFA. “To mainstream corporate advertisers, this show clearly has leprosy written all over it. The healthy thing to do is avoid it.”
The program’s main characters include Daniel Webster, a drug-addicted Episcopal priest; his alcoholic wife; his son, a 23-year-old homosexual Republican; his daughter, a 16-year-old drug dealer; a 16-year-old adopted son who is having sex with the bishop's daughter; his lesbian secretary who is sleeping with her husband’s secretary; and a very unconventional white-robed, bearded Jesus who reassures the priest that his drug-dealing daughter and promiscuous son are good kids.
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