Some have raised concern of the amount of American advertisements on MBC channels, with some studies suggesting over 50% of advertising time is devoted towards American products such as those from Johnson & Johnson, Kellogg's, and PepsiCo. These critics state that this leads to cultural imperialism and erodes at the native cultures of areas in the Middle East and North Africa. In a study focused on Algerian consumer preferences, it was found that these consumers were drawn to American advertisements and products advertised on MBC. This in turn led Algerian companies to mimic the advertising style and aesthetic of American companies.