Earlier this year, CBS came under significant criticism for allowing the far-right Focus on the Family to run an advocacy ad featuring Heisman Trophy winner Tim Tebow during the Super Bowl. (It also banned a commercial for a gay dating site.) Focus on the Family is now trying to expand its appeal to sports fans even further. The Denver Post reports that the Colorado Springs-based group is buying TV ads to air when the Denver Broncos — Tebow’s new team — plays:
Schneeberger wouldn’t disclose the price of the new ads but said costs will be covered by donations made explicitly for this project.
The ads are a logical extension of the Focus campaign to raise brand awareness among a new generation of young families that began with the Tebow ad, Schneeberger said.
He wouldn’t disclose specifics about the new campaign, except to say the ads won’t feature Tebow.
“They’re not political ads. They’re not religious ads,” Schneeberger said. “They will make people aware of the services Focus offers to help families thrive. They will make statements on social values and touch on the sanctity of life, but it would be a leap to say the ads will address family issues from a controversial standpoint.“
In February, Focus on the Family tried to run ads on the website of the NCAA, but the college athletics organization eventually pulled them, expressing concern with Focus’ anti-LGBT stances.