Limbaugh's old TV show had very few viewers and could never attract advertising. So they simply purchased the time on various stations and broadcast it that way. The sad fact is that it doesn't matter if shows like his are profitable on paper or not. Its purpose isn't to make money. Its purpose is to shape public opinion (or provide the illusion of reflecting public opinion) and, thus, shape public policy. That is what provides the big payoff to his financial backers.