Johnson & Johnson and Eggland's Best have pulled advertising from ABC's "The View" after controversial comments by host Joy Behar about nurses on Monday and an apology on Wednesday that didn't succeed in stemming the social-media backlash.
Ms. Behar on Monday, was among hosts on the show poking fun at Miss Colorado Kelley Johnson, who appeared on the Miss America Pageant in her nurse uniform. "Why has she got a doctor's stethoscope on?" Ms. Behar asked during the exchange, apparently unaware that nurses also use stethoscopes. The perceived slight against nurses caused an immediate social-media uproar, making #NursesUnite a trending topic.
J&J, which has made nurses a focus of its corporate advertising efforts for years, responded yesterday by saying it would pause its advertising on "The View." The company posted on its Facebook account that "we wanted to put some of the money we saved" to good use by donating a dollar for every photo shared through the company's "Donate a Photo" app to the National Student Nurses Association.
A J&J spokeswoman said the decision to suspend advertising covers all of the company's brands. A search on iSpot.tv shows the company's Johnson's Baby, RoC and Tylenol brands all had advertised on the show during the past week and as recently as Wednesday.
Eggland's Best, which also has run an ad on the show within the past week also posted on its Facebook page that it "no longer will be advertising on the show."
As of yesterday, The View still had plenty of other advertisers, but iSpot.tv estimated its daily estimated ad revenue of $156,000 was down around $30,000 from the same day a week earlier.
ABC declined to comment. The View was set to address the controversy again on Friday's episode, with nurses from New York University appearing on the show.