Over the past month, Carlson's commercial breaks have also been consistent, with only a smattering of ads from lesser-known brands that fill the space between segments. Far away are blue chip advertisers like Lexus and Samsung. Filling the gap is the ones that home cook and Aspen Dental, along with promos for Fox News programs.
"It is part of the Fox News brand to shock and get their hosts to share," said Mimi Chakravorti, managing director of the branding firm Landor. "But since ad revenue streams are being threatened and public voices are getting higher, justifying these hosts is getting harder to justify. It's a fine balance that Fox News must maintain ̵
Among the 16 ads, a couple of two-minute spots were at the top and bottom of Monday's broadcast for MyPillow, whose CEO, Michael Lindell, has become a conservative public hero.
An ad for MyPillow ran on the 7th March edition of "Tucker Carlson tonight", days before Media Matters published its show. At this time, Carlson's commercial breaks were already exhausted. In the evening, the show ran a total of 17 ads, with the exception of advertising for Fox programming, the result of a controversy that erupted just over a week before Christmas.
The exhibition has generated strong ratings since its debut in the fall of 2016, which has not changed during the ad boycott.
Last Wednesday, "Tucker Carlson Tonight" drew nearly 3.5 million total viewers, including 584,000 in the all-important 25-54 demographic, which easily featured the show's colleagues at 8 PM on CNN and MSNBC. But while the advertisers who have stayed with the show continue to reach a large audience, they can take a risk; Chakravorti said "thinking an advertiser's decision to stay or leave is deleted from public memory is dangerous."
"A brand is not built in An action. The story cannot be deleted in our digital media age, "Chakravorti said. "For example, if a brand celebrates international women's day in a great public way, but also announces a show where the host has said misogynistic things, they risk losing consumers; they cannot play both sides. People are looking for brands to be basically and purposefully. "
" If you stay, you say your brand is aimed at Tucker Carlson – past and present, "she added. "If you leave, you do not say that you do not agree with Tucks views."
Carlson is hardly the first prime time Fox been to be the target of an ad boycott. In 2017, Bill & # 39; Reilly saw dozens of companies drop advertisements from his program after the revelation that he had paid millions to settle multiple allegations of sexual abuse. He was eventually wiped out of the network.
That same year, Fox News host Sean Hannity faced a couple of advertising bids, first to put an unfounded conspiracy theory of the death of a killed democratic national commander, and then to defend US Senate candidate Roy Moore on allegations of sexual abuse against teenaged girls.
Hannity survived both boycotts, and Fox has so far been behind Carlson, who has been consistently outrageous in firestorm.
After the first wave of advertisers left the Carlson program, the network said in December that it was a shame that left-wing lawyer groups, subject to being accepted "media watchdogs", were weapons social media against businesses in order to choke freedom of speech. "
" We continue to work and work with our advertisers through these unfortunate and unnecessary disturbances, "Fox said in his statement at that time.
Carlson himself has made a similar note.
Fox News refused to comment on this story.