Because public service spots raise more than public consciousness. They also raise a pile of money. Especially in automated broadcasting outlets, an Ad Council spot is run in an empty commercial space because if it weren't, listeners would be treated to the sounds of silence. Broadcasters and publishers like Ad Council ads because they sound and look good and generally lend the outlet a burnish of charity. Twenty mil is a lot of money.
Most major corporations spend less than that to advertise and market their principal products.
While nobody disagrees with trying to solve the problem of domestic violence, few would agree that the solution is to simply brand all men perps and tell them to straighten up, while terrifying women or ignoring the real nature of the problem, including its association with poverty. In fact, many would argue that little can be done to fix the problem by engaging in name-calling and shrill, rhetorical screaming. But the FVPF's extraordinary campaign does just that. The Ad Council defends its actions, of course. To many, the Ad Council has squandered its reputation and cheapend the impact of the other, less politicized campaigns, making all Ad Council spots subject to justifiable suspicion about the agenda behind the message.