It’s old news that CBS has ended production for this season’s “Two and a Half Men”.  The media blitz over the last few days has been intense and 90% of it driven by Charlie Sheen.  What do marketers who have committed media dollars to this top-rated sitcom do?  Do they support the network by maintaining their media plans and air on the reruns?  The reruns are still the top-rated show on Monday’s.   Or do they take a stand against Charlie’s behavior and pull out?  Let’s look at each side:

CBS Chief Executive Leslie Moonves would hope that marketers would support his decision.  He would want them to agree that the accusations toward CBS and the unprofessional slander toward Mr. Lorre were grounds for cancelling production.  Add to that the outrageous behavior prior to this specific incident.  Had Charlie come back and apologized to Mr. Lorre, taken rehab seriously and committed himself to the success of the show, the executives at CBS might have reconsidered their decision.  But since he didn’t, the executives hope that marketers will support their decision by not pulling their advertising and have confidence in the viewership of the reruns.

Or do marketers take a stand to show Charlie Sheen that his behavior is unacceptable.  Certainly, the recent media tour that Charlie has been a part of shows that his issue goes way beyond drug and alcohol use.  His ranting, accusations and mental instability would lead any marketer to pull their dollars from the timeslot.   
Tough decision for marketers and one their media agencies should help them make.

Personally I’m tired of Charlie.   I’m hoping that his time on all of the networks is over.