Major advertisers are fleeing the CBS reality show "Survivor" in droves, but none are playing the "race card"--at least not publicly. The exodus began shortly after the show revealed that the makeup
of competing teams in the coming season will be based on race. Marketers including General Motors, Coca-Cola, Home Depot, United Parcel Service, and Campbell Soup said they would not be returning.
While it's true that major marketing decisions are made far in advance, the timing of the marketers' decisions appears suspect. As recently as May 12, CBS and G.M. announced an expansion, rather than
a contraction, of GM's ad relationship with the show. The two companies and Comcast, the cable-television provider, announced a deal to provide free, on-demand viewing of the "Survivor" finale and
reunion shows to Comcast customers in certain markets. Despite that deal, CBS spokesman Chris Ender said yesterday that GM told the network of the decision several months ago. "They had no knowledge
of the planned format, so the decision was not related to the controversy surrounding the upcoming edition," he said. Whatever the reason, the GM withdrawal is significant for "Survivor." The company
accounted for $14.7 million, or 18 percent, of the $80.7 million spent by the show's top 50 advertisers in 2006, according to TNS Media Intelligence.
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