The New Republic Looks At “Glenn Beck’s Decline,” Notes Lost Advertisers
James Downie at The New Republicanalyzes the “decline of Glenn Beck.” In it, Downie notes Glenn Beck’s lost advertisers (emphasis added):
His ratings and reputation are in steep decline: His show has lost more than one million viewers over the course of the past year, falling from an average of 2.9 million in January 2010 to 1.8 million in January 2011. He now ranks fifth among Fox’s six weekday talk hosts, trailing lesser-known personalities like Shepard Smith and Bret Baier. Beck’s three-hour radio show has been dropped in several major cities, including New York and Philadelphia, and has seen a ratings decline in most other markets.
Beck’s commercial viability also seems to have suffered. His viewership among 25- to 54-year-olds, a prized advertising demographic, declined by almost one-half in 2010. An advertising boycott organized by liberal groups has caused over 300 companies—including Procter & Gamble, UPS, Coca-Cola, and Wal-Mart—to stop showing commercials during Beck’s show. The Beck brand isn’t what it used to be off the airwaves either: His most recent non-fiction book, Broke: The Plan to Restore Our Trust, Truth and Treasure, was his first book in eight years not to reach number one on TheNew York Times best-seller list.