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

 

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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