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Sorry Haters: Fox News Still Unaffected By Beck’s Lost Advertisers

» 24 comments

beck_9-15The campaign by ColorOfChange.org to get companies to boycott Glenn Beck‘s Fox News program has been going on for more than a month, and 62 companies have pledged their support and refused to advertise on the program. That is a victory on one level.

Yet, despite a press release yesterday saying the contrary, Fox News continues to be unaffected financially by the boycott.

The release was accompanied by a Huffington Post blog by the group’s founder, James Rucker. From the release:

The advertising boycott of Glenn Beck has cost the controversial host over half of his estimated advertising revenue since it was launched by ColorOfChange.org a month ago. This according to data analyzed from industry sources.

Well FNC outright disputes this. A spokesperson tells Mediaite, “The Color of Change figures are wildly inaccurate on all fronts – revenue has not been negatively affected in any way.”

Two differing opinions – and Fox is very likely in the right. While companies are pledging to boycott Beck’s show, two simultaneous events are occurring. First, Beck’s show still has advertisers. They may be “Beachbody (creator of P90X Exercise Equipment), Egg Genie and Telebrands (creator of Jupiter Jack)” as Rucker points out in the press release, but they are still there. Beck’s program continues to draw enormous ratings, and advertisers must pay for the wide audience. And it’s not just a month-to-month comparison. When looking year-to-year, FNC at 5pmET is drawing well more than double the amount of viewers it was in 2008 (when the program was America’s Election HQ) – and at times nearly three times as many.

The other point is, Fox News is still not being boycotted as a network. These “industry sources” that estimated the loss figures for ColorOfChange very likely didn’t talk to the FNC ad sales department – because the loss for the network couldn’t possibly be anything close to the numbers estimated. While companies can request not to be included during Beck’s hour, by spreading their advertising over the rest of the FNC day and prime time, they are still paying a hefty premium.

It’s an admirable effort to get nearly 200,000 signatures of support, and continue to tally up companies refusing to touch Beck’s program and rhetoric. But to say it’s affecting Fox News is a mischaracterization. It’s just not…yet.

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  • ImNotBlue

    Any word on whether the boycott, which inspired an advertiser boycott of ALL political discussion-type programs on all networks, is having an effect elsewhere?

  • JimW

    Hey Steve… Why is the Color of Change crap an “admirable effort”?
    By the way, do you get paid for your input into Mediaite?
    Do you support free speech no matter what side of the political spectrum it’s on?
    Does anything weird ever happen on, say, MSNBC?
    Why is this site consumed with everything Glenn Beck?
    Was Glenn Beck wrong about ACORN, Van Jones & the Czars, or Obama’s bowing to the unions?
    Just asking.

  • http://mediaite.com Steve Krakauer

    @ImNotBlue – good seeing you over here. I’ll look into that, but I don’t think it got much traction.

    @JimW – I think campaign that reaches big numbers like that is admirable for that specific cause. It’s admirable what the tea party organizations have pulled together – the numbers in Washington on Saturday were staggering. I do get paid for my input, I do support free speech (you’re still here, right?), we write about MSNBC a lot (go check the archives), Beck is THE media figure of the moment. He’s polarizing, popular…and still growing. He wasn’t wrong about Van Jones (check out the posts here that make that very point). Looks like you’re going through some selective reading.

  • ImNotBlue

    Steve are you still with TVN? I only stop by there occasionally now… too many people, to much blah-blah on the discussion boards.

  • http://mediaite.com Steve Krakauer

    No, I moved over here about 2 and a half months ago…

  • greenhaven

    Although I totally disagree with CoC.org., I have to say that they, just like anyone else, has the right to organize/solicit an advertiser boycott of any network (in this case, FNC).
    What’s fascinating to me is how FNC and perhaps even the MSM networks, still receive the same amount of ad money from company x, but just shuffle the ads around to some other program on the same network. In essence, the advertiser is listening to the boycott organizer, but then turning around and telling the network..”hey, keep the money, just move the ad to a different program”. In this particular case, Beck is still on the air with sky high ratings (that’s what it’s all about) and FNC can charge premium rates because it’s overall ratings are also high.
    As long as FNC is the big dog on the block, these boycotts are ineffective. However, we all know that all good things eventually come to an end. Ask NBC, CBS and ABC. Back in the day, they used to be the Titans of the times. There was no internet to compete with and CNN and FNC and yes, C-Span weren’t even a distant thought in the minds of network execs, advertisers or the public.

  • JimW

    Steve, You’re right! I am a highly partisan, easily provoked, recently unemployed man with way too much time on his hands. I also confess that “selective reading” is a major fault of mine.

  • Zakk

    So, what your saying is MSNBC does not do anything really worth reporting on. I can agree with that. Oh, unless you want to cover them talking about the other news outlets. They seem to be really good at that.

  • http://www.facebook.com/people/Chris-Jones/1384303476 Chris Jones

    The only thing “Color of Change” did was get their Commie founder booted from The White House.

  • http://www.facebook.com/people/Fred-Farrar/1409154527 Fred Farrar

    It seems to me that boycotts of people exercising their free speech rights are misguided.

    I note that media types usually speak disapprovingly of boycotts originated by Rev, Wildmon and his folks over adult content and language, but these boycotts of Beck seem to be OK.

    It just will never stop: the right will boycott advertisers of Air America, the Huff Post, and on and on, and the left will continue to boycott Fox News, Rush and all the others it feels are its enemies. There seems to be a fairly deep=seated paranoia on both sides.

    Let Rush and Ed Schultz and Keith and Glenn and Bill-O and Rachel and Arianna and Breitbart have their platforms. No boycott needed. The market will speak.

    It is so dangerous to encourage a mob, even a mob many of us may agree with, to dictate what we will and will not be able to hear, see and read.

  • shootfromthehip

    I disagree. I think there needs to be SOME standards of decency that we can all agree on. Clearly major advertisers agree as they don’t want their name associated with someone who calls the President a racist. Sure call him a communist, a socialist or even a Kenyan. But to call our president who is half white and half black a racist just crosses the line, in my opinion. I also think calling him a nazi is outrageous, but so many on both the left and the right are now calling each other nazis that its becoming a joke these days.

    Beck is operating out on a dangerous ledge and smart advertisers are getting out while they can. God only knows what crazyness Beck might say next. They don’t want their brands associated with hate, and who can blame them.

  • CaptainAmerica

    Color of Change can tout out all the numbers they want, but they act like Glen Beck was getting different advertisers before the boycott. His show was dominated by direct response advertisers before the boycott and its still that way.

    To answer Greenhaven’s question: FNC sells ad time on ROS (run of schedule) like the other networks. Advertisers buy this time at a lower rate. They don’t know during which shows their ads will run. Some advertisers have some of the shows on a “do not run” list (which means they can run it during anytime say except during Beck or whatever). What happened with Color Of Change is that a great deal of the companies listed on their “list” never bought time on Beck. Only about 5 out of the 62. The others had bought time via ROS. Some of them were surprised to see their ads run during Beck because they were already on the “do not run” list.

    But the great thing about the boycott is that it ignited FNC’s ratings during a usual slow time for cable news. And it made the sleeping giant wake up. They tore Van Jones a new one and got him to leave. And now they’ve taken down Acorn as well.

    Thankfully Keith and MSNBC has lost some advertisers over this. They’ve also lost around 3M cable households as well in the last 18 months. Crazy Keith and his antics have cost MSNBC money. They’ve tried to reign him in but it hasn’t worked. When will they realize his marginal ratings aren’t worth the cost.

  • greenhaven

    @CaptainAmerica…

    Thanks for the clarification. Appreciate it!

  • http://www.facebook.com/people/Abel-Poke/100000236256383 Abel Poke

    Glenn Beck is a genius and he cannot be touched, liberals need to mind their own business and stop with the jealousy, cowards.

  • ImNotBlue

    @shootfromthehip

    But to call our president who is half white and half black a racist just crosses the line, in my opinion.
    Why? If left-wing activists and congress people can call Joe Wilson a racist -despite not saying anything about race, and in some cases flat out making the racial component up- why can’t Beck or anyone else say Obama is a racist? It’s that the proof of a truly color-blind society… when both blacks and whites can be attacked with the same label?

    I also think calling him a nazi is outrageous, but so many on both the left and the right are now calling each other nazis that its becoming a joke these days.
    As a Jew, with grandparents who fought in WWII… nothing is more frustrating or sadder than this bit of truth.

  • http://www.facebook.com/people/Gary-Jackson/1316589869 Gary Jackson

    First time here, thank Hot Air for the link!

    Well written piece.

    The dumbest thing Van Jones’ Color Of Change ever did was go after Glenn Beck. I mean Beck was going to get around to Jones, but I don’t think he was the top guy on the list, but he “got moved up.”

    Glenn can be a little different at times, but he has turned very serious on this stuff. He has gotten people’s attention. This ACORN deal will go all of the way to the White House.

    The only “real job” Obama ever had was training the rent-a-thugs at ACORN the finer points of anti-American communist Saul Alinsky’s “Rules For Radicals” the community organizer’s bible.

    Not only is Obama tight with ACORN, but their equally corrupt sister organization the SEIU.

    I imagine Obama sleeps in either red ACORN or purple SEIU jammies!

    When Beck gets done, I predict either impeachment, or resignation. This is really that bad for Obama.

  • shootfromthehip

    If “Glenn Beck is a genius” than we are all in trouble in this country.

    Oh and Captain America, the reason Keith’s ratings have dropped is because the election is over. That’s natural that he would loose viewers now that Bush is out, McCain is gone and Obama is in change. He still has a formidable following in the money demo so I don’t think MSNBC is in any hurry to get rid of him.

  • shootfromthehip

    oops I meant “lose viewers” and “charge” not “change”

  • G-man

    What Beck should have said and what I think he meant was that Obama is race obsessed. (Not racist in the traditional mode of the truly hate-filled southern confederate flag-flying redneck holdover.) The obsession is evident from numerous comments on his part, but more so due to his personal history, his memoirs and his associations with folks like Wright, Gates, Van Jones and ACORN.

    These people are clearly consumed with race and the last thing they really want is a color-blind society. They, and Obama, want society to move in a direction that would mean not moving forward toward equality, but backward — this time with the roles reversed. It’s minorities’ turn for 200 years of being the boss. They all believe in reparations, (Obama can’t explicitly say so) and they all think the constitution should be overhauled to reflect the wishes of FDR.

    Society has been slowly but surely moving in a color-blind direction, no thanks to certain people kicking and screaming at every opportunity and reminding us how down-deep racist we all are …… most recently because we dare to oppose letting the inefficient wasteful Federal government get its nose under the tent of the health care industry.

  • injest

    Is there a verified list of these companies are pledging to boycott Beck’s show?

    I went to Color Of Change web site and found no such list?
    That’s a little odd don’t ya thing?

    Is it that I have to sign their petition to get access to said list?

    Another question.

    Of all these un-know, un-listed, un-named companies that have pledged their support and refused to advertise on the program.

    Were these 62 already advertising on Beck’s show?
    Were these 62 already advertising on Fox?

    A pledge from a company that has not and does not advertise on Fox will not have an affect on FNC revenue.

  • CaptainAmerica

    shootfromthehip says:
    [Oh and Captain America, the reason Keith’s ratings have dropped is because the election is over. That’s natural that he would loose viewers now that Bush is out, McCain is gone and Obama is in change. He still has a formidable following in the money demo so I don’t think MSNBC is in any hurry to get rid of him.]

    Keith’s lousy ratings have been dropping almost right after they gave him the big contract extension and raise. Do you think they would be paying him that much for the lousy numbers he keeps turning in? He loses many nights in the money demo to Nancy Grace. Just like he did on Monday night. This year she has beaten him in the demo for numerous months.

    Also, MSNBC has lost about 3 million homes. I’m sure they didn’t plan on that.

    And something that most forget about–although Keith helped MSNBC lose 3 million homes, he didn’t do a thing when it came time for MSNBC to renegotiate their fees. Unlike FNC which saw a huge increase, MSNBC is still making a fraction of what FNC does. The funny thing is they make about the same as FBN does. (Although FBN from 50M homes instead of 91). But Keith never mentions how much FNC makes from those fees. He’s too busy denigrating their viewers and acting like older people don’t matter, but if he had a clue as to how cable channels made their money, he would be thinking twice about that.

  • Jelperman

    If Faux News denies the boycott is costing them money, then it is in fact costing them even more than Color of Change claims. Fox Noise and other Murdoch media are home to the most deranged liars on planet earth. Whatever they claim is the exact opposite of the truth.

  • ImNotBlue

    Let me see if I understand you Jelp…

    If FOX says they’re NOT losing money… they’re losing more money than has been suggested.
    If FOX says they ARE losing money… they’re, um… losing money too?

    It’s a nice scenario you’ve painted there… either way, you’re right. Remind me not to play checkers with you… I’m sure you’ll “always” win… even if you lose.

  • posterchild

    RIP Glenn Beck – looks like that boycott eventually did lead to the demise of FAUX #1 hate monger. It took a while, but well worth the wait and the boycott.
    Hey Steve Krakauer – next time there’s a liberal boycott of a FAUX pundit, don’t be so quick to dismiss.

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