Many of the sponsors of Bill O’Reilly’s Fox show, “The O’Reilly Factor,” have cancelled ads in the wake of a sexual harassment scandal. However, two mainstream advertisers continue to support O’Reilly online via ads on his Bill O’Reilly website. Based on observations over the past 24 hours, these include LendingTree Inc. (NASDAQ: TREE) and the Hefty division of Reynolds Consumer Products.
The New York Times broke the O’Reilly story on April 1. It reported that either O’Reilly or Fox had paid $13 million to five women “in exchange for agreeing to not pursue litigation or speak about their accusations against him.”
Reynolds and LendingTree might argue that these ads were not bought by them directly. It is possible they have been placed via programmatic ad systems, which target sites largely based on demographics and not content. However, advertisers do have the ability to “black list” sites on which they do not want their marketing messages to appear. Neither Reynolds nor LendingTree have done that so far.
See the full list of huge brands that have pulled their ads from “The O’Reilly Factor.”