And to consumers they say, "Just change the channel."
An exclusive Advertising Age survey-sent out to members of the American Advertising Federation-found 75% of respondents believe advertisers should be concerned about consumer boycotts of advertising that supports "objectionable" TV programming.
Surprisingly, 34% said they considered boycotts an appropriate protest. However, 63% said consumers need to find a better way to express their disgust.
"Boycotts are not an appropriate form of protest-simply not watching the program is," said one respondent. "However, it is the only way many Americans feel they can fight back."
The survey was sent out with the AAF's May newsletter and elicited 264 responses.
Not surprisingly, 73% said federal legislation isn't the way to regulate program content.
Instead of boycotting the advertisers, some suggested consumers take advantage of the remote control.
"People who organize boycotts don't want to be told that televisions have channel selectors and `off' switches," said one respondent.
"Consumers have a choice in what products they buy," said another. "No one forces them to buy a product simply because it is advertised during a program they do not like."