A 2015 report linked backlash over a The View segment about a Miss America nurse contestant to five advertisers pulling ads: Johnson & Johnson, Eggland’s Best, Party City, Snuggle, and McCormick. That is the report’s account—not a company-by-company confirmation of each advertiser’s reason or withdrawal date.
What happened on The View
In September 2015, The View discussed a nurse who had competed in the Miss America pageant. A contemporary Breitbart report named co-hosts Michelle Collins and Joy Behar in connection with jokes about the contestant and described social-media backlash that followed. The material available in that report is not an independent transcript of the segment. Breitbart’s September 19, 2015 account is the basis for the details below.
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Which five advertisers were reported to have pulled ads?
Breitbart named these companies and connected their reported ad withdrawals to the controversy:
| Advertiser | What the report establishes |
|---|---|
| Johnson & Johnson | Named in the report’s five-advertiser list; the reviewed account does not establish the company’s specific reason or withdrawal date. |
| Eggland’s Best | Named in the report’s five-advertiser list; the reviewed account does not establish the company’s specific reason or withdrawal date. |
| Party City | Named in the report’s five-advertiser list; the reviewed account does not establish the company’s specific reason or withdrawal date. |
| Snuggle | Named in the report’s five-advertiser list; the reviewed account does not establish the company’s specific reason or withdrawal date. |
| McCormick | Named in the report’s five-advertiser list; the reviewed account does not establish the company’s specific reason or withdrawal date. |
“Five” is the count reported by Breitbart, not a figure independently verified here through records from all five companies. The evidence does not show whether the companies stopped advertising on the program specifically, elsewhere on ABC, or across a broader set of placements.
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How the apology and backstage account fit in
The same report said the hosts apologized on air on the Wednesday after the backlash began. It also quoted guest co-host Nicole Arbour describing remarks she said she heard backstage after the apology: “Backstage, I heard the girls being like, ‘Oh yeah, our nurse jokes didn’t go over well so we have to apologize because they’re tweeting us too much.’” That is Arbour’s attributed account, not an independently corroborated explanation of why the apology was made.
What can—and cannot—be concluded about the financial impact
The report presents a link between the controversy and five advertiser withdrawals, but the available evidence does not establish each company’s motive, the precise timing of each withdrawal, or any advertising revenue lost by the show or ABC. It also does not establish that the companies permanently ended all advertising with ABC. Without those details, the story supports a reported advertiser backlash, not a dollar estimate or a claim of permanent sponsor loss.
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Keep the similar five-advertiser story separate
A separate 2020 Media Matters article also used a five-advertiser framing, but it concerned Tucker Carlson’s Fox News program and different companies—not The View’s 2015 nurse segment. That 2020 report should not be used as evidence for the earlier controversy.
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