MTV's Jersey Shore: Advertisers Run Scared While the Show Continues to Be a Hit

MTV's Jersey Shore, the reality show featuring eight adults spending their summer together on the Jersey Shore, has been losing sponsorship due to its controversial depiction of Italian Americans. As reported at TMZ, they picked up Been Verified but lost American Family Insurance.

Why is MTV's Jersey Shore so controversial?

The show depicts eight Italian Americans living on the Jersey Shore; however, it focuses solely on a particular segment known as "Guido." Guido men are working class Italian American men who pride themselves on their macho attitudes, big muscles, tight shirts, and lots of gel in their dark hair. They talk tough and they act tough. A Guidette is the female equivalent. She makes sure her hair is perfectly combed and gelled.

She never leaves the house without lots of makeup, nails done and sexy clothes. Guidettes stand by their men, but they can be tough as nails as well. Whether the lifestyle is a stereotype or a sense of pride is debatable. However, as reported at TMZ, MTV's Jersey Shore has angered Italians, such as UNICO which is the "Largest Italian American Service Organization in the USA." As one member of the group said, "Italian Americans are outraged and they are helping us reach out to sponsors to ask them to stop advertising with MTV until they agree to pull Jersey Shore."

Why would sponsors pull from a show that is popular among viewers?

Despite what is depicted on MTV's Jersey Shore, the show is popular with viewers. Advertisers could therefore get plenty of attention by working with the show. However, many advertisers have pulled from the show because of its controversial nature. Domino's Pizza pulled out, and one company that recently pulled out was American Family Insurance.

Others may follow. Does a show that is controversial, despite the fact that it is popular, hurt advertisers in the long run? Will people who are looking for insurance avoid American Family Insurance if they know it's affiliated with the Jersey Shore? More than likely, a company has an image to uphold, and they don't want to be aligned with a controversial show that can affect their image.

If the company is Been Verified, a criminal background checker that recently signed on as an advertiser with the show, due to the nature of their business they don't have to worry about their reputation. They are not seen as a family oriented company.

Fans wait to see what other companies will join in to fill vacant slots on MTV's Jersey Shore. Sponsors that would not be harmed by the show could be video game companies. Their spots could focus on their games for mature audiences. Beer commercials or even hair gels geared for an adult buyer would work.

Source:

Jersey Shore's Advertising Woes ... Fuggetaboutit, TMZ