Auto Advertisers Steer Back Into O'Reilly's Former Slot
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After a sexual harassment scandal and subsequent advertiser boycott effectively put the top-rated cable news show out to pasture a week ago, sponsors have begun drifting back to the time slot “The O’Reilly Factor” occupied for more than two decades.
While the volume of advertisers in the first 8 p.m. edition of Fox News Channel’s “Tucker Carlson Tonight” was relatively light — with 17 brands accounting for nine minutes of airtime, the commercial load was at half-strength compared to the hour’s standard array — Monday night’s opener was graced by a number of sponsors that had pulled out of “The O’Reilly Factor” in the midst of a three-week freeze-out.
Perhaps the most visible brand to return to Fox News’ 8 p.m. time slot is Mercedes-Benz, which ran a 30-second spot for its 2017 GLE350 SUV in Carlson’s first-run telecast. One of the very first advertisers to pull its dollars out of “The O’Reilly Factor” in the wake of the April 1 New York Times expos on its host, Mercedes continued to run its spots in Carlson’s 9 p.m. show and its lead-out, “Hannity.”
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