Was I asleep in my Sleep Number bed when that happened? Or perhaps ordering some flowers online? Granted, he may have pushed his comments a bit far this time but it should come as no surprise to anyone, least of all the advertisers that were more than happy to benefit from his huge audience last week but now under the pressure of progressive activist groups like Credo action have opted to pull their ad dollars from his show. I just find it a bit hypocritical.
There were two especially entertaining quotes published on Ad Age yesterday.
The first, by Maureen Sullivan at AOL: “We have monitored the unfolding events and have determined that Mr. Limbaugh’s comments are not in line with our values. As a result we have made the decision to suspend advertising on The Rush Limbaugh Radio show.” Suspend advertising? Really. So after the hullabaloo dies down (assuming Rush survives this one), you’ll once again bring your money back to support a talk show that’s “not in line with your values?” Just checking.
The second: “‘We have seen some advertisers don’t even know they are advertising on Limbaugh’s show, as they buy the network and don’t know where their spot ends up,’ Mr. Boehlert (senior fellow at Media Matters for America) said.” It’s time these advertisers and/or their agencies started paying a little more attention to where their commercials air. Ignorance is not a good excuse.
We tend to associate with people that we have something in common with, admire and/or respect. And brands should be behaving the same way. Not some of the time. All of the time. Don’t be a fair-weather brand.
Northampton Consulting 