Advertisers are starting to bail on the controversial CBS drama Swingtown.

This is predictable, if a little confusing. What exactly did the advertisers think they were sponsoring? (In the case of Dannon Yogurt, actually no - they just bought rotating advertising on CBS and didn't know when their ads would appear.) When they were told the show was about swapping, did they think it was recipes? And isn't the show on at 10 PM and come with a warning at the beginning? Proctor & Gamble won't advertise on the show at all.