The mouth that roared
There’s nothing conservative about the boost to WABC radio from Rush Limbaugh’s resurgence
By Matthew Flamm
Rush Limbaugh likes to complain that President Obama is out to destroy the capitalist spirit in America. But so far, life under socialism has been pretty good for the confrontational talk radio star.
In the months since the Republican rout left Democrats in charge and conservatives on the run, the outspoken Mr. Limbaugh has become the de facto leader of the opposition—and the only radio personality who gets national attention on a daily basis.
Ratings for The Rush Limbaugh Show on its flagship station, WABC-AM, spiked by double digits in January over December, pushing the nationally syndicated program into third place from fifth in its afternoon slot in New York. The bigger audience has bucked up advertising sales for both the station and Premier Radio Networks, the Clear Channel Communications subsidiary that syndicates the show.
Mr. Limbaugh has become the one bright spot in an industry that was struggling to grow even before the recession pounded it. People may hate him for attacking a popular president in a time of crisis, but observers say that the more polarizing Mr. Limbaugh is, the better.
It’s great for the business of talk radio, it’s great for the stations that carry him, and it’s great for Rush Limbaugh,” says Michael Harrison, publisher of the trade magazine Talkers. “This will increase his ratings, which will increase his longevity.”
Of course, Mr. Limbaugh was hardly suffering before the Democrats won last November. Ever since Howard Stern left CBS Radio to join Sirius Satellite Radio in 2006, El Rushbo has had no competition for the role of biggest pitchman in the talk business. He can command such a premium from advertisers that last July Premier signed him to a new contract reportedly worth $400 million over eight years.
Mr. Limbaugh’s supporters say his appeal to audiences and advertisers goes beyond his politics.
“Even people who disagree with him listen,” says WABC Program Director Laurie Cantillo. “The bottom line is that his show is entertaining.” She adds that interest in the economy and the new administration has brought improved ratings and revenue to every show at the talk station, which has an almost exclusively conservative lineup.
A danger of alienating advertisers
But there are critics of Mr. Limbaugh who feel that he has lately become too much of a political campaigner, and that he is in danger of alienating advertisers who are looking for an entertainer.
For them, Mr. Limbaugh crossed the line with his recent nationally televised speech to the Conservative Political Action Committee’s annual meeting, where he almost appeared to be running for president.
“The issue is whether he has stepped into the role of politician and out of the role of talent,” says Jack Myers, editor of a media business newsletter who recently wrote a column critical of Mr. Limbaugh.
Over the years, Mr. Limbaugh’s talent for controversy has led many national advertisers to steer clear of him. Some media buyers say it’s possible that in the current economy, even more will stay away.
“It’s a tough economy, and clients don’t like complaining phone calls,” says Dennis McGuire, regional broadcast director for Carat USA.
But if advertisers are unhappy with Mr. Limbaugh, Premier insists it isn’t hearing from them.
“Rush has tremendously loyal advertisers,” says Charlie Rahilly, president of Premier, noting that national ad inventory booked so far for 2009 is above 2008’s level. “In an otherwise challenging ad climate, we’re having a very positive response.”
Mr. Limbaugh’s longtime advertisers already know what to expect, says Mark Lefkowitz, media director at Furman Roth Advertising Inc., Some of them share Mr. Limbaugh’s views, he adds, and a good portion of the show’s inventory is sold to direct-response advertisers who aren’t worried about their corporate image.
The controversy around Mr. Limbaugh has at least shown that radio still can have an important place in the media universe. “It’s a sign that people are back, enjoying that kind of personality-driven radio,” says Peter Gusmano, U.S. director of client service at GroupM Matrix. “That could spark the radio marketplace.”
RATINGS RUSH
WABC-AM’s Rush Limbaugh Show has gotten a huge boost in listeners.
Share of audience, listeners age 12 and older.
December 4.7
January 5.9
Percent change +26%
Source: Arbitron
