1/21/2024 0 Comments Rush limbaugh radio boston maMuch of the business of the Rush Limbaugh Show is not in advertising revenue from commercials, but in rights fees. WIBC-FM, which also announced they were canceling his program is paying around $150,000 in cash to broadcast his show. Tampa pays approximately $250,000 in rights fees. Not with terrestrial AM radio, its declining revenue environment and his declining ratings. There were short-sighted stations that foolishly called themselves “Rush Radio.” There was a time when paying Limbaugh’s huge rights fee was the cost of doing business in the news/talk format. There was a time when Limbaugh’s show could make or break a news/talk station. Now consider all those advertisers, nationally and locally in the Boston market, that have no placement demands because his show is considered “toxic” and you quickly discover the financial reason WRKO-AM is declaring, “No Mas! No Mas!” All in Limbaugh’s show is costing WRKO-AM around $1.2 million dollars annually. And there’s the Rush Limbaugh Morning Update, which tacks on another 780 minutes annually for another $117,000 in commercial time. They also provide approximately 3900 barter commercial minutes annually, which if valued at just $150 per :60 seconds is another $585,000 in cash they’re giving up. Maybe if we deflate some footballs people will listen?īoston’s WRKO-AM is paying around $500,000 each year in rights fees. I regret to inform you Indianapolis and Boston no longer desire your services. Limbaugh’s show reserves at least 5 minutes of barter commercial time each hour with stations agreeing to broadcast those network commercials sold by the syndicator. The Rush Limbaugh Show is fee based, meaning stations pay the show’s syndicator, Premiere Networks, a rights fee based on market size, plus provide barter commercial time to broadcast the program. And since most news/talk stations broadcast Limbaugh, Hannity, Beck and other programs like Michael Savage’s The Savage Nation, there are few “non-toxic” news/talk stations for advertisers to buy and that’s not good for the format.īut, Limbaugh’s business model, in comparison to most other syndicated talk shows, is somewhat unique and this is where those beating the drum about advertisers canceling commercials on liberal blogs are missing the point. When I first heard about this “toxic” and “non-toxic” nonsense I thought it was a joke. Today, talk radio stations are considered “toxic” or “non-toxic.” If a station broadcasts Limbaugh or other shows like Sean Hannity and Glenn Beck they are deemed “toxic.” If a station does not broadcast those conservative talk shows they are considered “non-toxic.” National advertisers buy, via radio networks and agencies, mostly “non-toxic” stations. I am told Fox News Radio lost about the same. Because of no placement demands from advertisers, commercials from other radio networks could not be broadcast locally during Limbaugh’s show and some of those other radio networks, like the Wall Street Journal Radio Network, lost – in the weeks immediately after his Fluke comments – almost 40% of its revenue. Limbaugh’s Sandra Fluke comments were the cause, indirectly, of the Wall Street Journal Radio Network being shuttered. Many have the bucks to buy gold coins in event the economy goes to crap because of Obama and besides they want to “take our country back.” No one is really sure who took the country or where it’s gone, but they want it back! I saw the hand-painted bed sheet hanging from a bridge in Northern Kentucky a few weeks ago. And there’s nothing wrong with this because many ditto heads are affluent. His show has always been filled with non-traditional, non-mainstream advertisers, advertisers who buy into the Rush Limbaugh brand to focus on his niche ditto head audience. But the real story, almost always left out by liberal bloggers, is most of the advertisers who supposedly canceled never advertised in his show. But, that’s not true for everyone.Īfter Rush Limbaugh stepped over the line with his Sandra Fluke comments a few years ago, his mistake being an old man verbally abusing a young woman, which in our society is never acceptable, liberal bloggers and media sites made note of the dozens and dozens of advertisers who canceled advertising in his show. For most of us, revenue and ratings are connected. So, here goes.įirst, understand the “business of business is business” and the “business of money is money.” And it’s money not a station’s Nielsen ratings that will ultimately determine your success or failure as a personality. After news broke about the Rush Limbaugh Show getting kicked to the curb by WRKO-AM in Boston, Nielsen radio market #10, I received about a dozen emails asking when I was going to comment.
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