Major Advertiser Crawls Back To Ingraham As Ratings Are Maintained



Fox News’ Laura Ingraham’s “The Ingraham Angle” has held its own in the cable ratings after facing an intense boycott over a tweet that offended a student from Marjory Stoneman Douglas High School. A major advertiser announced that it is returning to the show because of the ratings.

In an email to TheWrap, a spokeswoman for Ace Hardware said that the company reversed its decision and apologized for having “incomplete information” when it made the initial decision to drop advertisements from Ingraham’s show. “Advertising on any network or show is in no way an endorsement from Ace of the content contained or spoken within that program,” Ace Hardware’s statement said. “We appreciate the different points of view from our customers, and believe people should be treated with respect and civility.” “At this time, we have not altered our current media schedule; however, we regularly review our media strategy,” it concluded.

Laura Ingraham remained number one in her time slot on cable TV following a boycott of her slow, leading at least one advertiser to return. (Chip Somodevilla/Getty Images)

The announcement comes in contrast to the company’s previous statement on the matter. “I can confirm that we do not have any plans to nationally advertise on Ingraham’s show in the future,” the same spokeswoman told TheWrap on April 5. Ads are back in rotation, much to the chagrin of some of Ingraham’s critics on Twitter.

The boycott aimed at Laura was led by far-left activist David Hogg. It seems to have had little to no effect at Fox News, according to The Hollywood Reporter: “A person familiar with Fox News’ ad sales strategy said there’s been no impact on the company’s bottom line, as advertisers who have pulled out of Ingraham’s show have either moved their spend to other shows or are holding the money in reserve.” “I don’t think anybody is going to exit anymore,” the source told The Hollywood Reporter. “I think people will start to return as the story dies down.”

The latest ratings from Nielsen Media Research show that the boycotts had no effect on the number of viewers that tuned into Ingraham’s show as “The Ingraham Angle” finished fourth overall in total viewers for cable news programs and fourth in the coveted 25-54 demographic. “The Ingraham Angle” was No. 1 for its time-slot since Ingraham returned from a one-week hiatus at the height of the advertiser boycott. Here are the average ratings for the week of April 9-14, 2018. Even with the rabid anti-Second Amendment protests, Ingraham’s show prevailed and didn’t seem to be hurt at all over the dust-up.

The ratings played out as follows for Laura’s time-slot:

  • Ingraham Angle (Fox News): 2.69 million.
  • Lawrence O’Donnell (MSNBC): 2.60 million.
  • Don Lemon (CNN): 1.29 million.

As Media Matters and Think Progress led the boycott against Laura, her ratings did start to slightly slip, but they rebounded right back evidently. Most Americans find Hogg and the other student protesters disingenuous and annoying. Most of the 25 or so advertisers that dropped the show will most likely return slowly as her ratings stay stable and eventually increase. Those ratings are forcing companies who caved to the liberal outrage mob to return to Ingraham’s show.

For his part, David Hogg has parlayed his classmates’ tragic deaths into a gig as a liberal spokesperson for the anti-Second Amendment movement. Unfortunately for him, he has undermined his own credibility by insulting parents as too stupid and clueless to “fix America.” In a profanity-laced, rambling interview, Hogg slammed the NRA, calling them “sick f**kers” as well, which dredged up anger by Americans against him and his movement. For the record, no mass shooter in American history has ever been a member of the NRA. This is a false narrative concocted by leftists to abridge our constitutional rights plain and simple.

Fox News remained steadfast in its support for Ingraham during the far-left’s boycott of her. Media Matters has tried this before with some success. A boycott is how they got rid of Bill O’Reilly, the most popular personality on Fox News. While several companies did cave in to the pressure to pull their advertising from Ingraham’s show, others, notably including My Pillow, stood firm. My Pillow CEO Mike Lindell said, “MyPillow sales are strong. I am blessed to have loyal customers and grateful for all the support.” Fox News co-president Jack Abernathy told Daily Caller News Foundation in a statement that his network “cannot and will not allow voices to be censored by agenda-driven intimidation efforts.”

Ace Hardware will surely have an uptick in sales after admitting their mistake. That was the right thing to do and very hard to admit, but Americans respect that kind of honesty.

SOURCES: The Daily Wire, TheBlaze, Mediaite, The Daily Caller, The Hollywood Reporter, The Wrap

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