On his show Wednesday, radio host Rush Limbaugh denied he was hemorrhaging advertisers over the Sandra Fluke incident as has been widely reported. “People are reporting things that, A, are not true, and B, I don’t even think the people reporting it have the slightest idea what they’re talking about, nor do they have the ability to understand it,” Limbaugh fumed and shared that his own brother had asked him if he was bleeding sponsors.
“No, we have not lost 28 sponsors! ‘Well, how can they say it?’ Because they lie and because they don’t understand how it works, and that’s what I want to try and explain!” he exclaimed. “In fact, folks, we have three brand-new sponsors that will be starting in the next two weeks. Now, obviously, I’m not gonna tell you who they are today, but we’ve got three brand-new, full-fledged sponsors starting in the next two weeks.”
“Two of the sponsors who have canceled have asked to return,” Limbaugh divulged. “We are being very careful about that. Not gonna give you any names here. One of them is practically begging to come back! Everything is fine on the business side. Everything’s cool. There is not a thing to worry about. What you’re seeing on television about this program and sponsors and advertisers is just incorrect. And let me try to explain how this works. Let’s take the claim that we’ve lost 28 sponsors. Sponsors on this program are both local and national. We deal with the national sponsors on this program. We have 600-plus stations. They sell their own commercials. We don’t have anything to do with those sponsors. We don’t get paid by those sponsors. We have no idea who those sponsors are. ”
Limbaugh went on to further explain that the advertisers don’t cancel their ads on stations, they just put in an order that their ads not run during his program’s time slot.
Let’s make up a company, ABC Widget Company. And let’s say that ABC Widget Company says, “We are no longer going to appear on the Rush Limbaugh Show.” Well, ABC Widget Company isn’t on the Rush Limbaugh Show. What happens is, advertising agencies order advertising buys on a series of local stations from market to market to market. A controversy like this erupts. They put out a notice to the stations, “By the way, for the time being we don’t want our commercials run when Limbaugh is on.” But they are not canceling their advertising on the station. They’re just saying they don’t want it running on my program during the local affiliate’s commercial time, not ours.
So this 28 or 32 — and I don’t even know if that number’s accurate, numbers are coming from Media Matters. There’s no way anybody could know this, but I’m gonna put it in further perspective in just a second. What it means is there have been — let’s use the number 28 — 28 advertisers who none of us are aware are even advertising on our local stations who had sent out orders that their commercials are not to run on my program. But that is not revenue to us. They are not our sponsors. They are not even canceling their advertising on the local station. They’re just saying for the time being they don’t want it run from noon to three. And let me tell you, this happens every day. It’s been happening for 23-plus years. And it’s not just to me. There are clients, advertisers, that tell stations, “I don’t want this to run in Beck’s show. I don’t want it to run in Hannity’s. I don’t want it to run in Howard Stern’s.” It’s all part of the business.
Limbaugh also addressed other rumors that were going around about his show — like how he was allegedly suspended.
“They thought they had me,” Limbaugh continued. “They thought I would be off the air by now. They can’t understand why I still am on the air. There is also another rumor going around that I am going to be suspended for a week. It is utter BS! I would have to suspend myself!
Listen to Limbaugh explain his sponsor situation below:
(h/t Ann Althouse)
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