Domino's Pulls Ads From MTV's 'Jersey Shore'; Show Premieres to So-So Ratings
by Leonard Jacobs, posted Dec 7th 2009 2:34PM
Hold the pepperoni, the sausage and the extra cheese -- oh, and the advertising, please, for MTV's 'Jersey Shore.'According to TMZ, Domino's Pizza has put out the word to its media buyers to withdraw support as soon as possible for the reality-TV show, which has come under increasingly withering criticism from the National Italian American Foundation, as well as local citizens of Seaside Heights, New Jersey, the beach-and-party town where the show takes place.
Italian-pride ethnic groups are especially incensed at 'Jersey Shore' for perpetuating stereotypes of slick-haired, muscle-bound guidos and their counterparts, pejoratively nicknamed guidettes.
Hold the pepperoni, the sausage and the extra cheese -- oh, and the advertising, please, for MTV's 'Jersey Shore.'According to TMZ, Domino's Pizza has put out the word to its media buyers to withdraw support as soon as possible for the reality-TV show, which has come under increasingly withering criticism from the National Italian American Foundation, as well as local citizens of Seaside Heights, New Jersey, the beach-and-party town where the show takes place.
Italian-pride ethnic groups are especially incensed at 'Jersey Shore' for perpetuating stereotypes of slick-haired, muscle-bound guidos and their counterparts, pejoratively nicknamed guidettes.
Still, because outrage against the show has been covered so extensively in the media, one might have imagined the premiere episode, which aired Thu., Dec. 4, would have garnered bigger ratings. According to the Hollywood Reporter, however, the numbers were anything but hair-gel-high, with 1.4 million viewers total and an unimpressive 0.8 share in the 18-49 demo.
The question now is whether other advertisers will follow Domino's lead and abandon the show, or if still other advertisers will see an opportunity and step into the breach.
What is fascinating, meanwhile, is how undaunted MTV has been, digging in its heels with each excoriating 'Jersey Shore' story. The network appears attached to the likes of J-Woww, Snooki and DJ Pauly D as if they were spun off from 'Growing Up Gotti.'
Tellingly, TMZ's reporting featured this quote from MTV: "'Jersey Shore' may not be for every sponsor or advertiser and we understand that." Good of them to notice, yo.
