Rush in need of Viagra for limp ratings?
Avalon asks whether Rush and other conservative shouting heads are in need of viagra for limp ratings.
Rush is a giant in his field, reaching more listeners than anyone in political talk, but even he has seen erosion in his numbers. Analysis of industry data shows that in market after market, Rush’s ranking has declined decisively over the past five years among advertisers’ coveted 25-54 age group. For example, in Charlotte, North Carolina, Rush fell from sixth to 12th between 2005 and 2010. In Portland, Oregon, he fell from fourth to eighth. In San Francisco, he’s seen a similar decline. Among listeners 65 and older, Rush remains No. 1. He can sell bedpans and resentment forever. But the demographic trend is not his friend.
It’s not that “the angry white guy conservative political talk format”—as consultant and former Clear Channel talk radio programming director Gabe Hobbs calls it—is over. It’s just got little room to grow, going forward.
“Rush has been around for 23 years. They’re not necessarily making new Ditto-heads. You have to fish where the fish are,” says Hobbs, who helped launch the radio career of Glenn Beck, among others. “We’re singing to this choir, that’s great, they’re worth a lot of money and they do a lot of wonderful things, but boy, there’s a lot over here we could do.”