DailyFinance Examines “Lack of A-List Advertisers” On Glenn Beck’s Show
From a March 22, 2010 DailyFinancearticle by Aimee Picchi :
Fox News is considering breaking up with Beck when his contract ends in December, according to a story in The New York Times. Even though the program still shows a hefty lead over its 5 p.m. competitors on CNN and MSNBC, “Glenn Beck” has shed almost 1 million viewers from a year earlier, according to data from Nielsen.
Glenn Beck “is not bringing in the blue-chip advertisers,” notes Brad Adgate, the director of research for Horizon Media. “He’s lost exactly one-third of his audience. That’s a cause for concern at Fox News.”
But the “Glenn Beck” advertisers — or lack of of them — are becoming more of an issue as the show hemorrhages viewers. TiVo has provided data to DailyFinance that illustrates the big divide between Beck’s advertisers and those backing CNN’s “The Situation Room” and MSNBC’s “Hardball with Chris Matthews.”
Advertisers for Beck’s more liberal rivals on CNN and MSBNC are both more plentiful and better pedigreed, despite the programs’ considerably smaller audiences. “The Situation Room” on CNN booked ads from more than 100 advertisers during the last week in February, while “Hardball” attracted 58 advertisers during the same period, according to Tivo. And the shows attract ads from some of the biggest U.S. consumer brands, including Procter & Gamble and Microsoft.
The article fails mention the StopBeck effort as well as Glenn Beck’s UK broadcast running without ads for over a year due to sponsor losses. But, it’s still good to see outlets beginning to explore the financial angle to Beck’s continued presence at Fox News.