Fox News Channel show host Laura Ingraham announced on her show late Friday that she is taking next week off, after almost a dozen advertisers dropped her show after the conservative pundit mocked a teenage survivor of the Florida school massacre on Twitter.
According to Reuters, eleven companies so far have pulled their ads after a pushback by Parkland student David Hogg, 17, who called for a boycott of her advertisers.
Hogg took aim at the host’s show, “Ingraham Angle”, after she taunted him on Twitter on Wednesday, accusing him of whining about being rejected by four colleges to which he had applied.
Hogg is a survivor of the Feb. 14 mass shooting that killed 17 people at Marjory Stoneman Douglas High School in the Parkland suburb of Fort Lauderdale. He and other classmates have become the faces of a new youth-led movement calling for tighter restrictions on firearms.
Hogg tweeted a list of a dozen companies that advertise on “The Ingraham Angle” and urged his supporters to demand that they cancel their ads.
On Thursday, Ingraham tweeted an apology “in the spirit of Holy Week,” saying she was sorry for any hurt or upset she had caused Hogg or any of the “brave victims” of Parkland.
But her apology did not stop companies from departing. Hogg wrote on Twitter that an apology just to mollify advertisers was insufficient.
Have some healthy reflections this Holy Week. https://t.co/bjSLmj3gyH— David Hogg (@davidhogg111) March 31, 2018
The companies announcing that they are cancelling their ads are: Nutrish, the pet food line created by celebrity chef Rachael Ray, travel website TripAdvisor Inc, online home furnishings seller Wayfair Inc (W.N), the world’s largest packaged food company, Nestle SA, online streaming service Hulu, travel website Expedia Group Inc and online personal shopping service Stitch Fix.
According to CBS News, four other companies joined the list Friday: the home office supply store Office Depot, the dieting company Jenny Craig, the Atlantis, Paradise Island resort and Johnson & Johnson which produces pharmaceuticals as well as consumer products such as Band-Aids, Neutrogena beauty products and Tylenol.
Many of the advertisers are making arrangements with Fox to air their commercials in other time periods.
Thursday’s “Ingraham Angle” drew 2.152 million total viewers, with 432,000 of them coming from the key 25-54 demographic. That’s down from her prior night’s haul, when the Fox News Channel personality averaged 2.289 million total viewers at 10 p.m., with 474,000 qualifying for the demo.
That Wednesday to Thursday demo drop comes out to minus 9 percent. In terms of overall audience members, Ingraham’s night-to-night decline rounds to minus 6 percent.
Since it started in October 2017, “The Ingraham Angle” on Fox News Channel has pulled in $75.3 million in national TV advertising, according to MediaPost citing figures from iSpot.tv.
The top five advertisers during that time, according to iSpot.tv, include: Xarelto, $3.0 million (39 airings of its commercials); Symbicort, $2.2 million (42 airings); My Pillow, $1.8 million (153 airings); Wayfair, $1.4 million (54 airings); and Otelza, $1.3 million (33 airings).
The next five are: Liberty Mutual, $1.2 million (136 airings of its commercials); Hulu, $1.2 million (86 airings); GEICO, $1.1 million (125 airings); Honda, $1.0 million (44 airings); and Nutrisystem, $964,000, (36 airings).
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