Remarks on Ardern generate continuing backlash
Controversial Australian broadcaster Alan Jones’ show has lost about half its advertising revenue after a boycott over the radio veteran’s comments about Prime Minister Jacinda Ardern.
Jones has faced a commercial backlash since he made comments in August that Ardern should be given ‘‘backhanders’’ and have a sock shoved down her throat. Despite Jones apologising, brands have continued to abandon his top-rating 2GB show that typically brings in A$12 million (NZ$12.7m) a year and is worth under 10 per cent of Macquarie Media’s network’s revenue.
Sources said that, on an annualised basis, the backlash could cost the show about A$6m in advertising, though some of the advertisers had switched to other shows at the network, limiting the hit to Macquarie
Media’s revenues overall.
In September the damage was estimated to be about A$1m.
Jones signed a two-year contract worth about A$4m a year in May after tense negotiations between the radio network’s management and the star broadcaster.
This came after a string of onair blunders for Jones, including having to apologise to Sydney Opera House boss Louise Herron in October 2018 for saying she should be sacked for pushing back against plans to have the horse racing Everest barrier draw projected on to the building’s iconic sails.
Immediately after the comments about Ardern, more than 80 brands left the show.
More have pulled their marketing since, after activist groups Sleeping Giants Oz and Mad F ...... Witches attacked the companies advertising during Jones’ morning timeslot.
The activists claim Jones’ comments encourage violence against women.
Whereas past boycotts have seen brands quickly resume their advertising with broadcasters when the backlash dies down, this time online groups have been quick to attack returning advertisers and have maintained momentum criticising those who choose to return.
Those close to the network say it is the biggest boycott Macquarie
Media has experienced, with brands like the Commonwealth Bank of Australia and Coles distancing themselves from Jones’ show.
Jones has been scathing about boycotts and online activism, and retaliated to Coles’ decision to pull its advertising by advising listeners to stop shopping at the supermarket giant in October.
Nine Entertainment Co, owner of The Sydney Morning Herald, took full control of the radio broadcaster on November 15. Newly installed radio boss Tom Malone said last week he would be focused on winning back advertisers and backed Jones as a ‘‘wonderful broadcaster who has been at the centre of public debate for 30 years’’.
Nine flagged the difficulties facing the radio business at its annual meeting this month, saying a softer advertising market weighing on the company had been ‘‘exacerbated’’ by the boycott. Nine declined to comment.