News companies have tools to help schedule advertisements in ways that don't make the advertiser look bad (airing a segment on oil spills then don't advertise B

News companies have tools to help schedule advertisements in ways that don't make the advertiser look bad (airing a segment on oil spills then don't advertise BP). While advertisers don't explicitly ask media companies not to run negative segments, they can book a large commercial inventory and incentivize as much.