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At least 11 corporations have stopped advertising on Tucker Carlson’s primetime Fox News show in response to a comment he made last Thursday night about immigration, with IHOP, the United Explorer credit card, Just For Men, Jaguar Land Rover, Ancestry.com and Voya Financial the latest brands to tell The Hollywood Reporter on Tuesday that they are no longer advertising on the show.
“At our core, we stand for welcoming folks from all backgrounds and beliefs into our restaurants and continually evaluate ad placements to ensure they align with our values,” a spokesperson for IHOP told THR on Tuesday afternoon. “In this case, we will no longer be advertising on this show.”
“Just For Men has no further plans to advertise on Tucker Carlson’s show,” a company spokesperson told THR earlier on Tuesday afternoon. “The brand is always considering ways to remain responsible, and this includes aligning with partners who share our brand value.”
“We have stopped advertising on the Tucker Carlson Tonight show,” said a spokesperson for the United Explorer credit card, which was advertised twice last week on Carlson’s show.
Nautilus Inc., parent company of fitness training equipment brand Bowflex, told THR on Monday that it has pulled advertising from the show. The following brands have also pulled out from advertising on the show: SmileDirectClub, NerdWallet, Minted, Pacific Life insurance, Voya Financial and Indeed.com.
“We can confirm that Nautilus, Inc., parent company for Bowflex, has pulled its ads from the Tucker Carlson Tonight show,” the company said. “We buy media broadly across many news networks, and do not target ads based on specific programs or hosts. However, we have requested that Fox News remove our ads from airing in conjunction with Tucker Carlson Tonight in the future. Aside from our decision to remove our ads from his show, we have no other association or affiliation with Mr. Carlson.”
The advertiser backlash began last Thursday night, when Carlson said on Tucker Carlson Tonight that immigration makes the United States “dirtier,” a comment he did not back away from on his Monday night show. (“It’s true,” he said, after replaying the clip.)
Earlier on Monday afternoon, a spokesperson for SmileDirectClub, which, like Bowflex, advertised on Carlson’s Thursday and Friday night shows, said the company is taking steps to prevent advertising on his show — among other “political opinion” shows — in the future.
“We are actively working with our media buyers to confirm that SmileDirectClub is no longer running our ads around any political opinion shows,” the spokesperson said.
On Monday night, personal finance website NerdWallet told THR it was “pulling advertising” from Carlson’s show and will “be reevaluating any ongoing advertising with this program.” A company spokesperson said, “Whenever we receive feedback about advertising on specific programs, we evaluate it on a case-by-case basis. If our review determines that a certain show’s content doesn’t align with our company values, we take commensurate and appropriate action.”
Minted, an online design marketplace, did not respond to several emailed requests for comment — beginning Friday ‚— but announced on Twitter on Monday night that it is “permanently discontinued advertising” advertising on Carlson’s show. “We do not agree with Mr. Carlson’s comments and his opinions are not consistent with the values we hold at Minted,” the company, which advertised on his Monday night show, added.
On Tuesday morning, a spokesperson for genealogy company Ancestry.com, which advertised twice on Carlson’s Friday night show, told THR: “We are not advertising at this time.” The decision went into effect Monday morning.
A spokesperson for Jaguar Land Rover North America, which advertised the Jaguar brand on Carlson’s show last week and Land Rover on Monday night, told THR on Tuesday: “Jaguar Land Rover has rarely advertised on the show and does not have any plans for it going forward.”
Voya Financial, which advertised most recently on Carlson’s Dec. 7 show, said on Twitter that it has no scheduled advertising placements on the show: “We’re committed to diversity, inclusion and equality – and respect for all individuals.”
Pacific Life Insurance Company was the first to suspend advertising on Carlson’s show in response to his comment. “As a company, we strongly disagree with Mr. Carlson’s statements,” it said Friday. “Our customer base and our workforce reflect the diversity of our great nation, something we take great pride in. We will not be advertising on Mr. Carlson’s show in the coming weeks as we reevaluate our relationship with his program.”
Fox News responded to the advertiser effort on Friday by releasing the following statement: “It is a shame that left-wing advocacy groups, under the guise of being supposed ‘media watchdogs,’ weaponize social media against companies in an effort to stifle free speech. We continue to stand by and work with our advertisers through these unfortunate and unnecessary distractions.”
Tucker Carslon responded on Monday night that he is “not intimidated” by the backlash and stands by what he said last week.. “That’s what we said. It’s true,” Carlson said.
“Those who won’t shut up get silenced. … The enforcers scream ‘Racist!’ on Twitter until everybody gets intimidated and changes the subject to the Russia investigation or some other distraction. It’s a tactic, a well-worn one. Nobody thinks it’s real. And it won’t work with this show. We’re not intimidated. We plan to try to say what’s true until the last day.”