During a recent town hall led by Bari Weiss, the new editor in chief of CBS News, many significant advertisers appeared hesitant. This event featured a conversation with Erika Kirk, the CEO of Turning Point USA and widow of the group’s former leader, Charlie Kirk, who was tragically assassinated. The discussion brought attention to the political and cultural divisions within the United States.
New Format for CBS News Town Halls
This town hall represents a departure from CBS News’ traditional programming. Historically, the network has not focused on live town halls or discussions with prominent newsmakers. Weiss’s presence as moderator also sparked interest. In most contemporary news organizations, senior editorial figures usually remain behind the scenes.
Weiss indicated that this town hall is just the beginning, stating that “CBS is going to have many more conversations like this in the weeks and months ahead.” This suggests a commitment to more discussions, debates, and engaging content in CBS’s future programming.
Challenges in Securing Advertisers
The event was broadcast at 8 p.m., a time slot known for low viewership, which may have affected advertiser interest. Many of the commercials were from direct-response advertisers, including SuperBeets, HomeServe.com, and CarFax. Such ads generally offer lower rates in return for flexible airing times.
- Direct-response advertisers dominated the commercial breaks
- Mainstream sponsors participated during a rebroadcast later in the evening, including Amazon and Procter & Gamble
- Notable sponsors for the town hall included the Heritage Foundation and mobile app Hallow
Advertiser support is crucial for CBS News if it continues with this new format. The first town hall’s reception may influence future sponsorship efforts. Media buyers are wary of associating brands with political content, fearing backlash from consumers regarding their political affiliations.
The Current Advertising Climate
CBS News’ venture into politics marks a noteworthy shift. Advertisers in today’s climate often tread carefully. They are cautious about placing commercials adjacent to discussions involving sensitive topics like war, violence, and cultural issues.
In contrast, Fox News has recently attracted new advertisers, underscoring the ongoing polarization in American society. As CBS endeavors to engage more deeply with its audience, it faces a critical challenge in appealing to advertisers amidst this complex media landscape.
