How does Rush Make his Money?

UPDATE: here is a comprehensive list of local sponsors    If you are comfortable with Googledocs spreadsheets this is the resource

What can we do to be sure to get rid of Rush for GOOD? The consensus from the experts on the advertisers 2 week vacation is that they all hope we have a short attention span and by keeping these sponsors out of the spotlight for two weeks we will forget about it and leave them alone. Will we?

How does Limbaugh make his money? Is it more important to boycott national sponsors or local sponsors? Should we be making contact with the stations themselves? So far the answer is all of the above.

What does Premiere pay Limbaugh for and do they, in turn, make their money? Do they get income from affiliates? Do they just make money on national advertisers? Do local advertisers pay Premiere or local stations?  Tonight we watched three reports of Limbaugh’s “2 week national sponsor vacation” and heard three different takes on what this means and how Limbaugh’s show makes him 50 million a year… so lets get to the bottom of this.

There are hints here in Rush’s own words  in a statement he made last week (below.) He explained to his audience how it works, or how he’d like them to think it works. We still beleive the key to taking him off the air for good it tell local advertisers to stop advertising on local stations – over all, not just rush’s show! Tell sponsors that as long as they support Limbaugh’s affiliates wo choose to play his show, you won’t be purchasing their products or services. KEEP THE PRESSURE ON DURING THIS 2 WEEK “VACATION” – lets not stop this, lets ratchet it up.
Rush’s own words take from his own website:

“…. Everything is fine on the business side. Everything’s cool. There is not a thing to worry about. What you’re seeing on television about this program and sponsors and advertisers is just incorrect. And let me try to explain how this works. Let’s take the claim that we’ve lost 28 sponsors. Sponsors on this program are both local and national. We deal with the national sponsors on this program. We have 600-plus stations. They sell their own commercials. We don’t have anything to do with those sponsors. We don’t get paid by those sponsors. We have no idea who those sponsors are.

Let’s make up a company, ABC Widget Company. And let’s say that ABC Widget Company says, “We are no longer going to appear on the Rush Limbaugh Show.” Well, ABC Widget Company isn’t on the Rush Limbaugh Show. What happens is, advertising agencies order advertising buys on a series of local stations from market to market to market. A controversy like this erupts. They put out a notice to the stations, “By the way, for the time being we don’t want our commercials run when Limbaugh is on.” But they are not canceling their advertising on the station. They’re just saying they don’t want it running on my program during the local affiliate’s commercial time, not ours.

So this 28 or 32 — and I don’t even know if that number’s accurate, numbers are coming from Media Matters. There’s no way anybody could know this, but I’m gonna put it in further perspective in just a second. What it means is there have been — let’s use the number 28 — 28 advertisers who none of us are aware are even advertising on our local stations who had sent out orders that their commercials are not to run on my program. But that is not revenue to us. They are not our sponsors. They are not even canceling their advertising on the local station. They’re just saying for the time being they don’t want it run from noon to three. And let me tell you, this happens every day. It’s been happening for 23-plus years. And it’s not just to me. There are clients, advertisers, that tell stations, “I don’t want this to run in Beck’s show. I don’t want it to run in Hannity’s. I don’t want it to run in Howard Stern’s.” It’s all part of the business.”

HMMMM  … we need to understand how this really works.

About these ads
  1. Rachel
    March 14, 2012 at 3:15 pm

    I emailed Hotrawks and the owner wrote back let me know that she doesn’t support Limbaugh. She just purchases ad time with no specifications as to when it will play. I wonder how many other advertisers are the same, and whether there are stations which don’t allow advertisers to say when their ad will run.

    • March 14, 2012 at 11:35 pm

      What we would hope is that they do something about this, and until it doesn’t appear on the station again, it stays. We even had two people around the country report that Carbonite was played yesterday and today. These people pay for their ads, and they absolutely have the ability to tell their agencies to make sure their ads are NOT placed on his show. That process, the advertiser telling the agency, and the agency telling the affiliate, is so important to this movement. See if their ad is on again tomorrow, check in with them later in the week and see if they had their ad removed. We are finding that people are THANKING us for alerting them that their ads ran on Rush’s show, becuase they had instructed that they NOT RUN. The thing is, the affiliates are filling the spaces left by national advertisers being on vacation with local ads. Dead air and Ad council (free ads) should be all that is left on that show!

      • Pamela
        March 18, 2012 at 1:46 pm

        You are so right. There used to be local radio and local newspapers. If we have to go back to the 1950′s cant we at least have that , and media libel laws?

  2. March 15, 2012 at 10:35 am

    As an American woman with a daughter and now granddaughters, we are all boycotting any advertiser with his show and that would include people who advertise with a station and allow that station to pick the time the ad runs. Its time to put this guy out ! His hate of women in this time period is just darn right scary. I never want my granddaughter to hear the hate he spews…. Boycott all of them… Anne

    • March 15, 2012 at 11:35 am

      Please keep it up. Share information with us. Share the responses you receive.

  3. Bowman
    March 15, 2012 at 6:14 pm

    There were no paid spots on his national feed at all today.
    They ran nothing but PSAs and and had periods of dead air.
    I know because I run the board for one of his affiliates and I
    have to listen to the feed. (it’s torture)
    His show did not make a single dollar today at least for the network.
    We ran 2 local spots for a furniture store and a motorcycle shop.
    They requested to pull their spots too!
    Please keep it up. The network can’t afford to run free programming
    and will most certainly dump this dead beat.

    • Bowman
      March 15, 2012 at 6:43 pm

      One more thing…
      The Premiere spots that were pulled for two weeks are barter spots
      for the local stations. The station is provided a service like music or ratings
      tools in exchange to run the spots. At this time, Premiere is loosing money
      on their service products as well as their on air product. Make no mistake,
      this is REALLY hurting them right now. This boycott is WORKING!!!

  4. Cynthia Plachcinski
    March 17, 2012 at 4:48 pm

    Limbaugh is a waste of time, anyone that incites hate and violence should not be on radio or be assoiated with anything national. This man is an uneducated drug addict and is a bad influence on our young, people like Rush send a very poor message that it’s alright to hate people because of their color, race or gender, get rid of him now, send a message to our children that this type of behavior will not be torrorated, freedom of speech does not give you the right to bully, demean or desacrete others. Freedom of speech should be respected on every level.

  5. Cynthia
    March 17, 2012 at 4:49 pm

    Limbaugh is a waste of time, anyone that incites hate and violence should not be on radio or be associated with anything national. This man is an uneducated drug addict and is a bad influence on our young, people like Rush send a very poor message that it’s alright to hate people because of their color, race or gender, get rid of him now, send a message to our children that this type of behavior will not be tolerated, freedom of speech does not give you the right to bully, disrespectful, demeaning or desecrate others. Freedom of speech should be respected on every level.

  6. Pamela Keeley
    March 18, 2012 at 1:44 pm

    Women buy lots of stuff. Even cars. Not just laundry soap. Listen up radio advertisers.

  7. rakava
    March 19, 2012 at 11:42 pm

    I’ve no clue how local advertising works, I’ve never worked there. However, I do have the dubious distinction of being the first person to ever schedule commercials on the Glenn Beck show 10 years ago. The national advertisers can’t “cancel”; their contracts are iron clad. They can move it to another show or move it out a few months. Most are moving it out a few months. They don’t even have the “decency” to move it to Glenn Beck.

    Pigbaugh has been sending a bad message a long time. I’m all for freedom of speech, I support Hannity and O’Reilly and whomever to have views different than my own but Pigbaugh has always been different. Hannity makes me think of my dad as a younger man, conservative, Catholic and old-fashioned. Pigbaugh hates women. That is the difference to me. I don’t get the same HATE from the others (except maybe Maher) but Pigbaugh hates us. It’s very evident and hate speech should not be tolerated,

  8. rakava
    March 19, 2012 at 11:48 pm

    @Bowman, I didn’t see your post until now. We used to have a Pigbaugh button in our offices so we could listen in just in case. It was painful. I’m guessing they still have it. The only saving grace working there was that he was on the East Coast so we never saw him… we did occasionally speak to him about copy. *cough* *choke* So this is not new all it’s done is cause extra work for the rank and file workers.

  9. Jeffrey Capshew
    March 20, 2012 at 10:26 pm

    I will pay attention to Rush Limbaugh sponsors and not buy any of their products. He should be fired.

    • March 20, 2012 at 10:45 pm

      Let us know who the sponsors are and we will publish them!

  10. March 29, 2012 at 8:08 pm

    Never listen to him now; listened a bit on radio in the car, but the nastiness of his rants just could not cover up his falsehoods…. I wandered in here sorta by accident, so dismiss me as you wish. I am just sorry that he has an audience at all….

    • March 29, 2012 at 8:41 pm

      Unfortunately he seems to have a major influence on the far right, and it’s time for us to do something about the national rhetoric and the influence someone like this might have on public policy.
      He is racists, sexist and has made unacceptable comments regarding just about every group that aren’t white men.
      He claims to have millions of followers; that is frightening because he incites hatred.
      Take a look around. As you talk to friends, family and co-workers tell them about it. The people who manage Limbaugh think we are going away, but this “movement” is growing. This is our latest article: http://wp.me/p2gTkU-bH

  1. April 7, 2012 at 1:19 am

We moderate comments, really. We aren't interested in debate or comments from Limbaugh fans. We appreciate information on Limbaugh's advertisers, sponsors, and afflilates. Thank you.

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