Explanation of the workings of advertisement.
Why Laura Ingraham is screwed:
When an advertiser buys a campaign from a network, they are guaranteed a certain number of people will watch it.
If there is a shortfall, the network runs “makegoods” up until that guaranteed audience is reached.
12:37 PM · Apr 24, 2018
It is common practice, to have these “makegoods” run in time slots they have bought or in Primetime to “make” “good” on not hitting the guarantee the network promised.
Note: this is NOT unique to Fox News, every single network does this.
The shortfall of the audience is reported as loss revenue in a Media Math equation.
What is killing Laura, is not the sponsors who have abandoned her show, that hurts. No question.
What is killing her, is that advertisers will not even take these “makegoods” in Primetime.
That hour in Primetime is essential to write down all those shortfalls.
Fox News has approached every single one of their advertisers to see if they can put these “makegoods” in her show.
Every single one of them said no.
That’s why Laura is screwed.
"The people must know before they can act, and there is no educator to compare with the press." - Ida B. Wells-Barnett, journalist, newspaper editor, suffragist, feminist and founder with others of NAACP.