TB12 - 09 March 2012 11:59 AM

Well, I might not be an advertising wiz but I kinda know this-

If local sponsors are dropping him, that means local affiliates begin to drop Rush. Meaning, the local stations can’t sell his show because of his incredibly insane remarks and local business doesn’t want to partnered with him. So, when the local commercials aren’t sold, the stations can’t make money on broadcasting his show. They drop his show…

He’s already been dropped in major markets before this and his latest antics are only aserbating his market share. Now, when he loses his reach, or stations begin to drop him,  that means national brands, IE AOL etc will instruct their agencies to stay away from him because he doesn’t have the reach that he had.

If he doesn’t have the reach, and most recently Arbitron reported he lost in 2011 40% of reach, (that was before this). Now, even more stations are dropping him, while others are figuring out if he still will sell locally. That is where “his days are numbered” comes in to play. Again, not being a marketing wiz, but generally I would assume businesses buy commercials by the week, month or quarter. It’s going to take time to see exactly how bad Rush’s fall is to the local communities. And judging by the chatter both locally and nationally, it’s bad for Rush.

As for national brands.. ie network sponsors. Those people I assume knew before he’s an idiot and will ride with him. Although I’m kind of shocked some have dropped him. And more will. Again, I assume agencies make media buys by the month or quarter. When this settles down, which it will.. they will decide if they want to continue their partnership with him.

and…. as I said, his days are numbers. Just like Glenn Beck, he’s driven by money and he made a major screw up in a heated election cycle by attacking women. Bad move..

What about the “Comedians” in name only?....CINO’s?

AP—The overwhelming exodus of advertisers from Rush Limbaugh’s show has big-name companies rethinking their relationship with talk radio.

According to a memo published by the industry website Radio-Info.com, at least 98 advertisers—including big names like Ford, GM and McDonald’s—have indicated they want to avoid “environments likely to stir negative sentiments.”

Here’s an excerpt of the memo, as published on Radio-Info.com:

  “To all Traffic Managers: The information below applies to your Premiere Radio Networks commercial inventory. More than 350 different advertisers sponsor the programs and services provided to your station on a barter basis. Like advertisers that purchase commercials on your radio station from your sales staff, our sponsors communicate specific rotations, daypart preferences and advertising environments they prefer…

  They’ve specifically asked that you schedule their commercials in dayparts or programs free of content that you know are deemed to be offensive or controversial (for example, Mark Levin, Rush Limbaugh, Tom Leykis, Michael Savage, Glenn Beck, Sean Hannity). Those are defined as environments likely to stir negative sentiment from a very small percentage of the listening public.”

Sponsors began abandoning Limbaugh’s show en masse after he made offensive comments about Sandra Fluke, calling the law student a slut for her testimony in support of President Barack Obama’s birth control mandate, and suggesting she should make sex tapes if she wants birth control covered by insurance.

By last count, at least 50 sponsors had pulled their support from Limbaugh’s show, including AOL.

On Thursday, Limbaugh’s program was practically devoid of paid advertisements, according to reports. Of the 86 spots that aired, 77 were “free public service announcements donated by the Ad Council.” Seven ads were from companies “in the process of pulling their spots.”

After intense backlash, the radio host offered a rare apology for his comments, saying he was “sincerely” sorry about his “insulting” characterization of Fluke.

Rush may lose some popularity, but there are no shortage of idiots (on the left or the right) waiting to rise up in the media. Idiots like to listen to other idiots.