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As ‘The O’Reilly Factor’ loses national advertisers, ratings actually skyrocket – so what gives?

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The wake of the scandal involving Bill O’Reilly and his network doling out upwards of $13 million to five women with sexual harassment claims against the Fox News host has seen The O’Reilly Factor lose dozens of national advertisers, but how has it impacted viewership?

Apparently, so far it has had quite the opposite effect.

According to USA Today, around 3.8 million people watched The O’Reilly Factor last Tuesday night, far surpassing the same time the week before when only 2.3 million watched the show. This amounts to a 14 percent increase in just one week.

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Last week, even President Trump came to O’Reilly’s defense, telling reporters that the Fox News host was “a good person” who “shouldn’t have settled” the lawsuits.

Among the almost 60 companies that have pulled their ads from the show are Hyundai, BMW, Angie’s List, and GlaxoSmithKline, according to the Washington Post. In fact, there were so few advertisers on last Thursday night’s show that it seemed to abruptly end after 45 minutes, giving way to a 15-minute Shepherd Smith report about the Syrian missile strikes.

For his part, O’Reilly has claimed that he was targeted because of his high media profile and that he settled to “spare his children the pain of messy public ordeals.”

While time will tell whether this spike is due to viewers tuning in due to curiosity or indicative of loyal supporters showing their loyalty, if the Factor can’t pull in advertisers it won’t matter in the long run how many people are watching.

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Op-ed views and opinions expressed are solely those of the author and do not necessarily represent the views of BizPac Review.

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Scott Morefield

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