Bill O’Reilly Has Lost More Than Half His Advertisers: Report
Advertisers are fleeing Bill O’Reilly’s Fox News show. According to an analysis by Kantar Media, the amount of paid advertising time on “The O’Reilly Factor” has been cut by more than half.
“In the month prior to the story, his show averaged 14 minutes, 32 seconds an hour of ads by paying national clients, Kantar said. By last Friday, the paid advertising time had bottomed out at 4 minutes, 10 seconds, before rebounding to 7:10 on Monday,” according to an Associated Press story Tuesday.
Source: Kantar Media
And the quality of advertisers has gone down considerably as well. The remaining advertisers are largely direct response advertisers and small brands while larger brands have largely disappeared from the O’Reilly show.
“All those advertisers who said they were pulling out ads — they meant it,” said Jon Swallen, chief research officer for Kantar.
“I think that’s Fox successfully reaching out to and is bringing in some direct-response advertisers — advertisers who don’t care about programming, who are more sensitive about cost,” said Swallen.
Fox News Will Conduct An Investigation On Bill O’Reilly Sexual Harassment Scandal
Pressure Mounts At Fox News As 51 Advertisers Pull Out Of Bill O’Reilly’s Show
