Despite repeated boycotts, ‘Tucker Carlson Tonight’ sees ad prices almost double in 12 months

August 23, 2019

Try as they might, it looks like those boycotting Tucker Carlson’s Fox News program aren’t having any luck getting him booted off the air.

The Washington Examiner reports that the cost of ads on Fox’s Tucker Carlson Tonight has nearly doubled since this time last year. Cancellation is nowhere in sight for Fox’s 8 p.m. ET anchor.

Carlson soars

The Examiner pointed to data from the media research firm SQAD, which outlined the costs over the last year of 30-second ad spots for several of the highest-rated primetime programs.

SQAD revealed that while a 30-second spot on Carlson’s program cost an average of $11,099 in July 2018, the cost of the same spot had increased to an average of $21,878 by July 2019.

Much of that jump transpired in the spring and summer of this year, the Examiner reported. The average cost of a 30-second ad was only $13,289 in March, but the price shot up to roughly $20,000 over the next several months.

But Carlson’s skyrocketing prices weren’t shared by all. One of the Fox host’s chief rivals, MSNBC host Rachel Maddow, saw only a meager increase in the cost for a 30-second spot on her program.

The price tag for Maddow sat at a cool $8,292 in July 2018, and rose to just $10,044 in July of this year.

Boycotts are a bust

Carlson’s success comes even amid targeted boycotts against his show’s advertisers. One such protest launched in December 2018 after Carlson suggested that illegal aliens make some parts of America “dirtier and poorer.”

Another round of boycotts came in March after old audio of Carlson making controversial comments on a “shock jock” radio show were dug up and publicized. And after Carlson allegedly downplayed the media-pushed narrative that a great societal threat is currently being posed by white nationalists and supremacists, he faced further backlash.

These protests have cost Carlson some advertisers, like Pacific Life and Farmers Insurance, but the truth that few on the left want to admit is that despite their limited success at chasing away a select few companies from Carlson’s program, those lost advertisers have simply been replaced by others.

Indeed, Fox-hating organizations like Media Matters for America have seen their plans backfire — and other Fox hosts who have been targeted, like Sean Hannity, Laura Ingraham, and Jeanine Pirro, have all maintained their own primetime spots, as well.

It’s not hard to see why Fox News continues to stand by its pundits.

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Ben Marquis

Ben Marquis is a staff writer for Conservative Institute.