At least two financial services companies, American Express Co. and Ditech.com, told MSNBC not to run their ads during Don Imus' show before the network announced it had killed the program.
A Ditech spokesman, Stephen J. Dupont, said it buys ad time on MSNBC during peak viewing, but that it does not sponsor specific shows on the channel.
"We did instruct them that we don't agree with his comments. They don't reflect the values of our company," Mr. Dupont said. Ditech wants to "make sure our TV spots are not running on there," though it "will continue to run on other MSNBC programming."
Ditech, based in Costa Mesa, Calif., is a unit of GMAC LLC. General Motors Corp., which owns 49% of GMAC, also reportedly pulled its advertising from Mr. Imus' shows.
The online lender did not advertise on Mr. Imus' radio show, Mr. Dupont said.
Judy Tenzer, a spokeswoman for Amex, said it too does a "network buy" in which its ads rotate on different MSNBC shows. The card issuer told the network Tuesday afternoon that it did not want Amex ads running on Mr. Imus' show, she said.
Even though its ads have not run on Mr. Imus' CBS Radio show, Amex communicated the same wishes to the radio network, with which it has a similar rotational deal, Ms. Tenzer said.
Reuters reported Wednesday that TD Ameritrade Inc. was evaluating its sponsorship of Mr. Imus, who has sparked controversy in the last few days over offensive comments he made on the air about African-American members of a women's basketball team.
MSNBC announced late Wednesday it would no longer air the Don Imus program.
