By: Jon Lafayette
April 24, 2017
…Tucker Carlson is set to take over O’Reilly’s 8 p.m. time slot. According to research company SQAD, advertisers paid $16,000 per spot in last year’s upfront to be in O’Reilly’s show and $14,120 to be in Carlson’s.
“It is still too early to know how much, if any, Fox will lose or gain in ad revenue with O’Reilly‘s departure,” said Dan Klar, a VP at SQAD. “Other programs, such as Fox and Friends and Hannity are taking the ad load that shifted when advertisers abandoned O’Reilly earlier in the month. If the advertisers are happy with the program and viewership Carlson brings to the timeslot, they will stay, albeit at a lower rate initially, which will negatively impact revenue.”…