Wednesday, September 29, 2010

NY Times Magazine profiles Glenn Beck

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The following is a post from, reprinted here in its entirety with permission of the author.
Posted: 29 Sep 2010 07:31 AM PDT

The New York Times Magazine has a big profile out on Glenn Beck. Buried deep within the report was this gem (emphasis added):
While Beck’s personal ventures and exposure have soared this year, his television ratings have declined sharply — perhaps another factor in the network’s impatience. His show now averages two million viewers, down from a high of 2.8 million in 2009, according to the Nielsen Ratings. And as of Sept. 21, 296 advertisers have asked that their commercials not be shown on Beck’s show (up from 26 in August 2009).
This report is consistent with my internal numbers and private list.  The discrepancy between my public list, which lists 136 advertisers, and the New York Times’ report is the result of two issues:
  1. Some advertisers drop Glenn Beck, but refuse to acknowledge it publicly.
  2. Some advertisers pre-empt being the target of the advertiser boycott by simply excluding Glenn Beck from their ad agreements prior to airing their ads.
The NYT report also contained one other nugget:
Fox also has a difficult time selling ads on “The O’Reilly Factor” and “Fox and Friends” when Beck appears on those shows as a guest.
For those unaware, the StopBeck effort has been targeting companies whose ads appear on Fox & Friends or The O’Reilly Factor when Glenn Beck is present.  It’s reassuring to hear that our efforts are having an effect there as well.

Stopped in the UK

Unfortunately, the NYT report did leave out the fact that the broadcast of Glenn Beck’s show in the UK has run with zero commercials for nearly 8 months.  But, I’ll leave you with this parting observation from the report:
Beck’s show is known in the TV sales world as “empty calories,” meaning he draws great ratings but is toxic for ad sales. If nothing else, I sensed that people around Fox News have grown weary after months of “It’s all about Glenn.”
Great work all! See, your tweets and emails do matter.

Onward we go…

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Anonymous said...

Hello? anyone here? Wow. Popular site you have here. Just for the record,
you failed to mention, or you were perhaps unaware that advertisers do
not always buy ads for a specific program. They purchase spots in a time
frame, knowing that it's basically the same audience, and that doesn't even include local advertisers, who in many markets, would never dump Beck or any other commentator of his ilk. Most radio personalities would weep with
happiness if they had a "paltry" 2 Million listeners. You're peeing into the Pacific.

The Glenn Beck Review said...

David, 300+ advertisers have specifically asked to not have their ads run during Beck's show because he is such an assault upon common decency.

Beck's 2 million viewers are about .6% of the American population, those Lincoln was generically referring to when he said that you could fool some of the people all of the time.

I'm not peeing anywhere David; you're being manipulated by a gifted and savvy propagandist. Keep reading.