Skins Loses Another Advertiser, Dips in Ratings


Despite show-runner Bryan Elsley's persuasive argument, Skins continues to hemorrhage advertisers suddenly gun-shy about the risqué content. The latest: Proactiv. Says vice-president Kendra Elliott: "As a direct marketer, our media buying strategy is programming agnostic ... while our spots may air inside a particular program, it is not representative of our specific desire to support the programming and content of that particular show." On the ratings front: the soap dropped to about 1.5 million viewers this week. That's down vs. last week but not nearly as bad as the 50 percent plunge the show suffered after its Jersey Show-inflated premiere. In fact, if the show stabilizes at this level, and at least a few advertisers don't bail, MTV execs will be very happy: Its last effort at scripted TV, The Hard Times of RJ Berger was averaging around 1 million viewers per week. [HR]