Will Advertisers Avoid Shock Jocks After Imus Fallout?

Since the Don Imus fallout last week many in the advertising community are evaluating whether or not advertisers will avoid shock jock radio programs. Will the potential danger cause some of the nations top brands to steer clear of these hosts? My answer is no.

While we can only foreceast the future by what has happened in the past, I do not believe that advertisers are going to steer clear of these programs. Advertising is all based on ratings. Ratings come from the best programs. The best programs tend to be those that are edgy.

People don't typically tune their radio dial to be put to sleep. They tune to be entertained. While I do not agree with the comments Don Imus made, there is a reason all the top advertisers wanted a piece of his show. Wouldn't is have been fun to sell advertising space on his progam? Or, it would have been fun.

Is it possible that these advertisers gained more notority by being a part of this program? Before the fallout, could you have named three advertisers during the Imus program? Probably not, but I guarantee that you know a few of them now.

Now I hate to think that anyone would capitalize on a tragic situation like this. I also hate to be the person who points out that someone gained notority because of this, but it is the truth. Don't think for one minute that Staples, Proctor & Gamble, General Motors, etc. didn't talk about the buzz their pulling out would bring.

So to sum it all up. I absolutely do not think that advertisers will avoid these shows. If they do, then they are missing out on the ratings, and possibly the press if controversy ensues.