The Power Of The Ad Dollar Never Ceases To Amaze
Over the last 36 hours a really interesting thing has happened at the crossroads of politics, social media and advertising. By now you’ve probably seen headlines regarding Fox News host Laura Ingraham’s low ball tweet about David Hogg (one of the student survivors from Marjory Stoneman Douglas High School) being denied acceptance at four universities.
While many people would have just chalked this up to a tasteless remark from an attention-seeking cable TV host and moved on, Mr. Hogg decided to take action. He watched The Ingraham Angle and started making a list of the show’s advertisers. Then he tweeted this response.
Grass roots efforts to boycott sponsors of shows is nothing new. But the almost immediate response to David Hogg’s call out was pretty remarkable. Within hours of his tweet five Ingraham Angle sponsors had already pulled off her show, and several more were evaluating the situation. Facing this backlash Ms. Ingraham then tweeted a sort-of apology hoping to smooth things over. Obviously this u-turn wasn’t based on a genuine change of heart, it was a scramble to save ad dollars.
To me this is a pretty amazing example of the power advertisers have in the social climate we now live in. No matter what side of the issue you’re on, ad dollars talk louder than editorial content on almost every network or website out there. Not sure if this is good or bad, but it’s something to think about . . .