On Monday, two companies pulled out from advertising on Bill O’Reilly’s The O’Reilly Factor in response to a blockbuster New York Times report that revealed five women were paid $13 million to settle allegations of sexual harassment and verbal abuse by the popular Fox News host.
That number is now over 50.
“The allegations are disturbing and, given the importance of women in every aspect of our business, we don't feel this is a good environment in which to advertise our products right now,” Mercedes-Benz said in a statement.
Mercedes-Benz, the first company to boycott O’Reilly’s show, spent about $1.9 million in ads on the show during the last year, according to iSpot.tv, the TV ad analytics firm. Overall, The O’Reilly Factor generated $446 million in ad revenue between 2014 and 2016, according to CNN.
Since then, it has been joined by several large brands, including Lexus, GlaxoSmithKline, Eli Lilly and Allstate, to name just a few. Some companies, such as Trivago and Expedia, are evaluating whether they will drop The O’Reilly Factor or not, but have yet to announce their plans.
"We have had one ad run on the program in the last 90 days tied to a broader buy with Fox News, and we have instructed our media buyers to avoid the show for the time being," said a spokeswoman for TD Ameritrade. "Harassment of any kind is unacceptable, and we are watching this story unfold carefully."
So far, only one company has outright refused to join a boycott of O’Reilly’s show: Angie’s List.
“We do not have plans to change our ad buy,” the company said in a statement. “The advertising strategy we have long used at Angie’s List is meant to reach as many people as possible with news that our service exists and is available to them. We place ads across a wide spectrum of venues intending to reach as many viewers/listeners/readers as possible without taking a position on the viewpoints of the venues themselves.”
“Just as we trust members to make their own hiring decisions, we trust them to make their own media consumption decisions,” the statement said.
It might be surprising to some that Angie’s List, probably best identified with founder and CMO Angie Hicks, would decide to stick with O’Reilly, considering the nature of the allegations. But this isn’t the first time the company has decided not to pull its ads amid a controversy surrounding a conservative host.
Back in 2012, the Angie’s List did not take part in a boycott of Rush Limbaugh’s popular syndicated talk radio show after the host called Sandra Fluke, a college student and birth control advocate, a “prostitute” and a “slut.”
Here is a list of all the current companies that have said they will be pulling their commercials from The O’Reilly Factor. This list will be updated:
• Ainsworth Pet Nutrition
• Allstar Products Group
• Amica Insurance
• BMW of North America
• Coldwell Banker
• Constant Contact
• Consumer Cellular
• Credit Karma
• Eli Lilly and Company
• H&R Block
• Jenny Craig
• Land Rover
• Next Day Blinds
• Old Dominion Freight Line
• Pacific Life
• Propane Council
• Reddi Wip
• Society for Human Resource Management
• Southern New Hampshire University
• Stanley Steemer
• T. Rowe Price
• Weather Tech
• The Wonderful Company