Advertising executives comment on Janet Jackson incident

RBR wondered what media agencies and the advertisers they represent felt about the Janet Jackson incident at the SuperBowl halftime show. Accident or not, did this have an impact? Here's what Richard Hamilton, CEO, Zenith Media, Jon Mandel, Mediacom Global Buying Officer/Co-CEO and Andy Donchin, Carat USA SVP/Director of National Broadcast, had to say:

Hamilton:

"As it happens this year, we didn't have any clients that were in the game. We did do some buying around the game, which we find to be a good value. We haven't gotten any calls from our clients about this. I certainly think, considering the size and the broad demographics of the audience of the event, that it was a very unfortunate incident. Whether it was accidental or deliberate, I can't tell you. But one way or the other, it was a very unfortunate incident, for which CBS has already apologized.

It certainly appeared to me, personally (but no proof) that it was not an accident. Meanwhile, the incident was replayed several times on the Today Show this morning. There was not a whole lot of interest in the 41-yard field goal that won the game for the Patriots. Instead, what we have is the Janet Jackson Show. I'm not being critical of The Today Show-this was deemed to be a newsworthy event. People are going to remember this event for some period of time. I'll be people will remember more about this incident than they remember about the football game.

I wouldn't place a lot of credence in some CBS-led conspiracy theory, frankly. In fact, none whatsoever. I find it hard to believe that senior management people at CBS could or would condone such a thing. When you think of how many young people are watching that broadcast. It's one thing with certain types of edgy cable programming that runs late at night...this is a hot-dogs and apple pie event. This is an event that everyone watches. Kids are watching from all over the United States. That is why this is so unfortunate."

Mandel:

"I don't think it affects television one way or the other. Mistakes happen. It's live television. Mistakes happened in live television in 1950; mistakes happen in live television in 2004. What's the big deal?"

There are reports out saying it was planned from high levels at Viacom/CBS.

"[B.S.] Total [B.S.].

Did you place anything in the Super Bowl? Were there any alarmed advertisers?

"Yes we did, and no, none. I think that anybody who would change their future advertising plans because of this is not in our business."

Do you think everyone is making too big a deal about all this?

"Absolutely. I think it's a classic, 'Print media not understanding the television business'."

Donchin:

"I don't think the effect is nothing, but the powers that be at the NFL are going to pay a little more attention to what's going on in the halftime show. I'm sure in some way it was planned, because somehow it really seemed that way. I don't know who put that in there, who thought of it, whether it was the artist or not, but the NFL is going to start clamping down. The NFL is not going to let that happen twice. It's too big a day, not only for the NFL, but for television in general. I just can't see that happening again."

Did you have clients who placed in the Super Bowl?

"We had a client in, and I haven't heard any repercussions in a bad way-not in halftime, obviously. Just first quarter. You'd like to think this was somehow funny, but also, it's more unfortunate and wrong than it is funny. It's an unfortunate event and knowing the NFL, something that will never happen again. I certainly think the Super Bowl will survive this. I think the strength in the day and the game and what it now represents in our country, it will be able to get over that."