famously, lahr d.c. and carl -- hardee's and carl's jr. restaurant, taco bell seem very interested to reach young males even if it means sponsoring very explicit content. but those are very few and far between. most corporations are responsible, they want to be careful. they don't want to align their brand -- and there's research that shows that they shouldn't align their brand with explicit material that viewers, viewers of explicit television shows don't remember the sponsor's name being advertised. there's scientific research that shows that. something happens in the brain where you're excited about what you're seeing, the commercial wreak comes -- break comes, and you don't remember what's advertised. so it's good business for the sponsors to sponsor family-friendly programming. >> host: tim winter, many shows feature gay characters today. "modern family" has a gay family. is that something you rate as well? >> guest: no. >> host: just sex and violence? >> guest: yeah. we don't distinguish sexual behavior by gender. the research we've