The annual Super Bowl game draws a huge audience of television viewers – 130 million Americans are expected to view the game February 1 — and advertisers of all types want to reach that audience. So CBS, which will air the most-watched football game of the year, has jacked up ad rates accordingly and begun selling chunks of air time to peddlers of beer, soda pop, cars, trucks and political agendas.
But the network is not taking ads from all comers. Some political views have been judged unacceptable by CBS censors. While advertising industry sources say CBS will air a pair of advocacy commercials prepared to advance the agenda of the White House Office of National Drug Control Policy, the network has refused to accept an advertisement prepared by critics of the man who currently occupies the White House.
The MoveOn.org Voter Fund recently conducted a “Bush in 30 Seconds” TV ad contest, in which it promised that the winning entry would be shown during the Super Bowl broadcast. MoveOn, the innovative internet-based activist community, was willing to pay the $2 million it would cost to air the ad. And no one suggests that the ad is inaccurate or inappropriate; indeed, Fox TV commentator Bill’Reilly, no fan of MoveOn, says: “It’s not offensive, (it) makes a legitimate point politically.”
Yet, CBS is refusing to run the MoveOn ad, claiming in the words of CBS spokesperson Dana McClintock, “We have a policy against accepting advocacy advertising.” The reason? CBS told MoveOn that it does not want to trouble viewers with commercials that address “controversial issues of public importance.”
The MoveOn commercial does indeed address an issue of public importance: the rapid growth of the federal deficit. But as advocacy ads go, this ad is not particularly controversial. The ad simply warns that the Bush Administration’s reckless policy of cutting taxes for wealthy Americans while hiking spending is creating a huge federal budget deficit that will have to be paid off by future generations. That statement merely echoes concerns expressed by both Democrats and Republicans on Capitol Hill. Just this week, more than three dozen Republican members of the House launched a campaign to get the White House to slow the rate of deficit spending.
In fairness to CBS, the MoveOn advertisement might be considered controversial by White House political czar Karl Rove and others who are offended by any criticism of the president or his policies. But if controversy is really a concern, then why would CBS consider airing advocacy commercials from the White House Office of National Drug Control Policy?