Bill O’Reilly, the FNC, & the “No Spin Zone” has Spun Out of Control!
It came as a big surprise when Fox News Center (FNC) fired their biggest star: Bill O’Reilly. The rumors were that the arbiter of Conservative values was fired over allegations of sexual harassment and sexual misconduct. Well, you can believe that if you like.
I’m not saying that O’Reilly never engaged in questionable behavior. It’s hard to believe that he never offended any females with the staggering amount of complaints lodged at him. When you’re at the top of your game, women will either throw themselves at you or lie about you.
Regardless, what did FNC do? Nothing really. I mean the The O’Reilly Factor made FNC nearly a half billion dollars in advertising revenue in the last two years alone at that’s no spin.
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Five female colleagues who worked at FNC accused O’Reilly of inappropriate sexual behavior and they were paid around $13 million to settle. Andrea Mackris and Juliet Huddy were heavily reported on but three others from the Fox Business Network, Rebecca Diamond, Rachel Witlieb Bernstein, and ex-anchor Laurie Dhue was hardly known.
The New York Times reported on the exodus of more than 50 high-profile advertisers from the “No Spin Zone”; it’s estimated that “fleeing the show” will cost FNC “tens of millions of dollars in revenue.” Some of these companies were Mercedes-Benz, BMW, Mitsubishi, Subaru, and Hyundai. Other companies include Rachel Ray’s Nutrish dog-food brand; pharmaceutical giants GlaxoSmithKline, Bayer, and Sanofi; LegalZoom; H&R Block; and Jenny Craig.
In reality, according to FNC EVP of Advertising Sales Paul Rittenberg, “the ad buys of those clients have been re-expressed into other FNC programs.” So much for the reported loss “potentially costing FNC tens of millions of dollars in revenue” as reported by the Times.
In the real world, advertiser dollars have been shrinking in the last 10-15 years for legacy media (tv, radio, and print). Since 2006, 64% of advertiser dollars has shrunk from American newspapers and from 2000 to 2013, annual ad revenue has dropped from a staggering $63.5 billion to dismal $23 billion. According to Standard & Poor Global (S&P Global), print ad revenue will likely lose about 10% of their revenues in 2017.
Standard & Poor Global reports that radio broadcasters’ share of audience attention and advertising dollars will likely continue to decline modestly due to audience fragmentation. Another determining factor for the decline of radio companies losing market share is digital media. Sports talk and talk radio are the hardest hit by digital media but music stations have been getting a pounding from Spotify, Google Music, Amazon Music and Apple Music and to a lesser extent in the United Kingdom and the EU, satellite radio (DBS).
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Advertising on mobile platforms grew about 50% in 2016, representing over 45% of digital ad spending online and will likelyincrease to 50% of total digital ad spending in 2017 to exceed $190 billion by the end of 2017.
To say that Fox is losing advertisers and ad revenue from the leading Cultural Warrior, Bill O’Reilly would be a stretch when we see clearly that this is not the case (at least not as much as the MSM would have you believe). The culprit? Internet ads and the affordability and availability of smartphones which drive the mobile ad industry.
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