Radio Experts: Limbaugh May Have Triggered Long-Term Ad Exodus [View all]

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From Joe Strupp at Media Matters:

http://mediamatters.org/blog/201203060006

Rush Limbaugh's misogynistic comments about a Georgetown law student are affecting advertisers more than the usual controversial broadcast statements and may spark a long-term problem for the conservative host, according to journalists who cover radio and advertising.

Veteran radio observers credit the quick exodus of advertisers in recent days to the severity of Limbaugh's sexist rant and the ability of social media to force companies to comment on the controversy. These experts also tell Media Matters many major advertisers generally avoid commentators like Limbaugh, shrinking the pool of possible replacements.

Jim Cooper, executive editor of Adweek, said that Limbaugh's comments were "so offensive" that he could have impaired his ability to attract advertisers in the long term. "He could have a problem with brands being associated with his show. They don't want to have any sort of rub off, to be associated with anyone seen as so bold or obnoxious or cruel to that woman, it is pretty off the charts."

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"It is surprising that he is losing (so many advertisers) because of all the listeners he has," said Frank Saxe, managing editor of Inside Radio, which covers the industry. "It is interesting that even after the apologies the advertisers are leaving. I wouldn't be surprised if we see a few more leaving."

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