Tucker Carlson is, once again, losing advertisers. But the real question is whether Fox News Channel is losing any of the cash those sponsors regularly invest in its overall programming. In recent …
In recent days, another tranche of sponsors has made public statements about yanking commercials from “Tonight,” a mainstay of Fox News Channel’s heavily-watched primetime lineup. These advertisers are responding to outrage over the host’s recent comment about protests over the death of George Floyd while in the custody of Minneapolis police – an incident that has spurred a national referendum on the way people of various races and backgrounds are treated in America.
But all the advertisers involved are spending money elsewhere on Fox News, the network said in a statement, noting that “all national ads and revenue from Carlson’s show have moved to other programs.” Some of the show’s regulars, like MyPillow, Fisher Investments and the Sandals resort, continued to run ads in the show this week,
To be sure, no network wants to see advertising pulled from a single show. The logistical hurdles that result can be extreme. A TV outlet must re-schedule advertising flights in other parts of its schedule, where viewership may be smaller, requiring commercials to run more frequently. That in turn can squeeze out other clients like direct-response advertisers who often run ads in daytime and late-night slots.
Yet pulling dollars can cause problems for sponsors too. Yank too much money out of an agreed-upon plan with a network, and guarantees for stable pricing may disappear.
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