Ad Time on the Show Plummeted

A month ago, marketers bought more than 15 minutes of advertisements on the show, about one quarter of its airtime. But on the Friday after the settlements came to light, that figure had fallen to under seven minutes.

Advertising time during “The O’Reilly Factor” A month before TOTAL AD TIME: 15 minutes, 10 seconds MARCH 3: 30 ADVERTISERS, 35 SPOTS 8:00 p.m. 8:30 9:00 A day before 14 minutes, 25 seconds MARCH 31: 30 ADVERTISERS, 34 SPOTS The news breaks on April 1 A week after 6 minutes, 40 seconds APRIL 7: 9 ADVERTISERS, 9 SPOTS The final show APRIL 11: 10 ADVERTISERS, 10 SPOTS 7 minutes Advertising spots during “The O’Reilly Factor” TOTAL AD TIME: 15 minutes, 10 seconds A month before MARCH 3: 30 ADVERTISERS, 35 SPOTS 8:00 p.m. 8:10 8:20 8:30 8:40 8:50 9:00 14 minutes, 25 seconds A day before MARCH 31: 30 ADVERTISERS, 34 SPOTS The news breaks on April 1 https://newsdev.ec2.nytimes.com/preview/2017-01-10-oreilly-advertisers/master/ 6 minutes, 40 seconds A week after APRIL 7: 9 ADVERTISERS, 9 SPOTS 7 minutes The final show APRIL 11: 10 ADVERTISERS, 10 SPOTS Advertising spots during “The O’Reilly Factor” A month before 15 minutes, 10 seconds MARCH 3: 30 ADVERTISERS, 35 SPOTS TOTAL AD TIME: 8:00 p.m. 8:10 8:20 8:30 8:40 8:50 9:00 A day before 14 minutes, 25 seconds MARCH 31: 30 ADVERTISERS, 34 SPOTS The news breaks on April 1 A week after 6 minutes, 40 seconds APRIL 7: 9 ADVERTISERS, 9 SPOTS The final show 7 minutes APRIL 11: 10 ADVERTISERS, 10 SPOTS Source: iSpot.tv | The data excludes Fox promotions.

Advertisers That Left or Stuck With the Show

Before the disclosure about Mr. O’Reilly’s settlements, his show had attracted 30 advertisers that purchased even more spots the day before. But by the next Friday, that number fell to nine.