CHICAGO (AdAge.com) -- After being pressured by TV watchdog advocates, Burger King Corp. has dropped its media support for the cable series The Shield, according to OneMillionMoms.com.
The series, which airs on News Corp's FX Network, debuted March 12.
"Burger King has notified us that after one other commerical they are obligated to run they will no longer support The Shield," Donald Wildmon, president of the group, said in a statement.
A Burger King spokeswoman today said the chain was wrapping up the "handful of spots in its normal rotation."
Another advertiser -- Capital One -- yanked their planned ad support just before the controversial series started. GM also decided against proceeding with spots on the program after executives viewed the pilot. Office Depot and New Balance pulled out after the first episode.
Coarse language, content
Following that first episode, an executive familiar with Burger King's campaign said the company would not run its ads in the reruns of the initial show and was evaluating its interest in the series that includes a high level of coarse language and content.
CORRECTION: An earlier version of this story said that John Deere was one of the companies that yanked their ad support before the series ran. Deere denies that it ever planned to place ads in 'The Shield'.