Skip to comments.Will Mike Huckabee’s New Radio Show Hurt Rush Limbaugh’s Numbers?
Posted on 03/12/2012 11:29:14 AM PDT by 2ndDivisionVet
Mike Huckabee is expanding his media reach to a radio program scheduled to start airing in April. However, the show is scheduled to be in direct competition with none other than Rush Limbaugh. In a column for The Daily Beast today, David Frum thinks Huckabees new show might end up hurting Limbaughs numbers, and gave some insight into the reasons surrounding decisions by advertisers to leave Limbaughs program.
Last month, Huckabee announced he would be doing the radio show for Cumulus Media Networks, while continuing to work the weekend shift on his Fox News show, Huckabee. His show has been distinguished as not a conservative talk show, but a talk show by a conservative. When asked about the fact that his show will be broadcast opposite Limbaughs, Huckabee said he doesnt see Rush as a competitor, and acknowledged that Limbaugh has a very loyal audience that has stuck with him for years.
That was last month. In the aftermath of Limbaughs huge controversy and advertisers leaving his program in droves, some are wondering if this will end up benefitting Huckabees show and giving him an advantage. Media Matters suggested that Huckabee would offer a safe harbor to advertisers who have no problem with buying ad space on conservative talk radio, just not where Limbaugh is concerned. Frum took it one step further today by laying out exactly why Huckabee will end up being a more serious challenge to Limbaughs radio dominance than previously imagined.
Frum explains that unlike most other radio hosts, Limbaugh charges radio stations for his content and charges incredibly high advertising rates. However, these deals are reliant on Limbaugh delivering strong numbers, and Frum says he has been notably failing in that respect. One metric advertisers really care about is TSL (time spent listening). Heres how Frum breaks it down:
Heres how this operates in the real world. Limbaugh knows that his share of big markets like Dallas or Atlanta has dropped from his old 5 percent in any given hour to, say, 3 percent. But if he can entice that 3 percent to listen twice as long, he can more than make up the loss.
That imperative explains why Limbaugh kept talking about Sandra Fluke for so long. He was boosting his TSL to compensate for his dwindling market share. Few things boost TSL like getting the old folks agitated over how much sexy sex these shameless young hussies are having nowadays.
So why are Limbaughs advertisers fleeing? Because according to Frum, advertisers are starting to revolt
against the TSL strategy and ask that their purchased minutes be placed on some less-controversial program. And thats exactly what Huckabee is offering. A show thats more conversation; less confrontation. But any shifts wont come quietly. As one radio veteran told Frum, if just one station in a top-20 market replaces Limbaugh with Huckabee, itll be an earthquake.
Nope, no real chance of the Huckster huring Rush.
Your facts are incorrect.
Huckabee doesn’t barbecue squirrel. He cooks them in his popcorn popper.
“.....all they really care about is not picking a fight with the left, keep in with their elitist liberal pals like Colmes, Beckel , their own pockets and power...”
And to that list, I would add J.C. Watts. I used to really admire him; but when he stated that he HAD TO vote for Zero because Zero is BLACK; that frosted it for me. I then filed J.C. Watts in the turd brain category!
Pullease.....I laughed so hard reading that headline.
hehehehe...hahahaha...hehaheha...please stop...look out below I’m am about to do a marie osmond...heheh...hahaha
“Media Matters suggested that Huckabee would offer a ‘safe harbor’ to advertisers who have no problem with buying ad space on conservative talk radio, just not where Limbaugh is concerned”
What the fudge does Media Matters know about the radio business (or anything, for that matter)?
Our local radio station just read an email they received from Huckabee people promoting his show. The email slammed Rush and Beck with a bunch of left wing insults. If they post it, I’ll post it here.
Somebody is seriously delusional. Only when Huckabee is hosting an interesting guest, I stay on the channel...until the guest leaves.
Intrepretation...low budget advertisers.
Intrepretation...low budget advertisers.
Looks like Huckabee will wrap up the Sham-Wow and Chia Pet accounts.
Nope—the Huckster’s just another RINO.
They're pushing down this road despite many warnings. I'm sure glad I'm not a Cumulus stock owner.
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