Bushman, B. (2005, September). Violence and Sex in Television Programs Do Not Sell Products in Advertisements. Psychological Science, 16(9), 702-708. Retrieved July 14, 2009, doi:10.1111/j.1467-9280.2005.01599.x

Adults (N = 336) 18 to 54 years old watched a television program containing violence, sex, both violence and sex, or no violence and sex. Programs were shown in a comfortable room containing padded chairs and tasty snacks. Each program contained the same 12 ads. Embedding an ad in a program containing violence or sex reduced (a) viewers’ likelihood of remembering the advertised brand, (b) their interest in buying that brand, and (c) their likelihood of selecting a coupon for that brand. These effects occurred for males and females of all ages, regardless of whether they liked programs containing violence and sex. These results show that violence and sex in television programs do not sell products in advertisements. (PsycINFO Database Record (c) 2008 APA, all rights reserved)(from the journal abstract)