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Tucker Carlson's New Normal? Commercial breaks with few advertisements



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 may be the new norm for Carlson, which since December has shown several overlapping advertising campaigns when he made racist remarks on immigrants. The show lost several advertisers in January after Carlson argued that communities are falling when women make more money than men. And the warning was torn up again last month after the liberal watchdog Media Matters discovered a number of misogynistic and racist remarks Carlson made on a radio program.

"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 ̵

1; to accommodate their base, but also not to cross a particular line . "

The new normal was exhibited on Monday's edition of" Tucker Carlson Tonight "when 16 advertisements ran during the hour-long program. Counting does not include the fifty promos that ran for Fox News and Fox broadcast programs. Prior to Carlson's burning remarks on immigration in December, his show included approx. 36 ads per Program, according to The Hollywood Reporter.

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.

"I don't boycock any station," Lindell told TheWrap earlier this year. "I hold on to what I believe in."

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.

On December 13th edition of "Tucker Carlson tonight", the host said immigration makes the country "dirty". Within days, nearly 30 companies, including Lexus, Samsung, 23andMe and SodaStream, took ads from the show. After Carlson lamented women earning more money than men on the January 2 issue of her show, several advertisers, including Red Lobster, fled. Other companies joined the emigration following the Media Matters report last month.

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."

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"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.

The Following Media Matters history last month assured the host that "we will never bend for the mob."

Fox News refused to comment on this story.


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