COMPANY TOWN : Big Advertisers Pull Spots From Some Talk Shows : Television: Firms such as Procter & Gamble and Sears say the programs fail to meet their standards.

As politicians zero in on racy daytime talk shows, they are finding several large advertisers have already pulled spots from the controversial programs.

Procter & Gamble Co. said this week that it began withdrawing advertising in October from four syndicated talk shows that did not meet its standards. The company declined to identify the programs but said millions of advertising dollars are involved.

Sears, Roebuck & Co. dropped some talk shows from its advertising roster in September, responding in part to complaints from its customers.

“We watch the shows, and the topics get more and more controversial every day,” Sears spokeswoman Paul Davis said. “They are not appropriate for Sears or our customers.”

Unilever said it no longer sponsors two controversial daytime talk shows.

The advertisers said they made their decisions about what shows to sponsor before the new fall television season got under way. Three weeks ago, Sen. Joseph I. Lieberman (D-Conn.) and former Secretary of Education William Bennett launched a letter-writing campaign against the entertainment companies that produce the shows.

Although the advertising companies would not name the shows affected, published reports said programs that lost P&G; sponsorship include Tribune Co.’s “Charles Perez” and Viacom’s “Montel Williams.”

Rick Jacobson, president of Tribune Entertainment, said he was not aware of a decision by P&G; to drop “Charles Perez.”

He said P&G; advertised on the show on a case-by-case basis.

“I don’t think some of these decisions are baseless,” Jacobson said, referring to advertisers’ concerns. “Some shows go over the line at times, including ours.”

He said he planned to meet soon with P&G; executives to discuss the direction of the show.

“I think some good will come of this,” Jacobson said, indicating that discussions might raise standards. “The bottom will probably drop out of what we’re doing.”

Procter & Gamble said it has had discussions with the producers of talk shows “to share with them our standards and give them an opportunity to improve.”