Why PC Matic Can’t Drop Ad Spaces
We have been receiving an overwhelming amount of feedback regarding our ad placements on Fox News and when our ads air, specifically during The O’Reilly Factor. We wanted to address these concerns immediately, however, there are a few things people need to know.
First, we are not what is called a general advertiser. General advertisers utilize an ad agency. The ad agencies are able to request when their client’s ads air. For instance, Forbes reported Mercedes-Bentz started removing their ads from the show as of April 3, 2017. They are a general advertiser who use an ad agency and are able to pin-point during which shows their ads air. For a full list of general advertisers who have removed their ads from The O’Reilly Factor, click here.
Unlike a general advertiser, PC Matic is a direct response advertiser. What this means is, we place orders containing rates for the air time that is remaining after the general advertisers have chosen their ad spots. Therefore, we are not guaranteed any air time at all. We simply receive whatever ad spots are available and within our order. Also, for some of the TV providers, we place orders based on what is called a “network cluster”. For example, there is a “News Cluster” that contained a predefined list of cable news networks such as Fox News, CNN, MSNBC, etc. So, when an ad spot clears for the cluster, we air at the same time on all of the networks within the cluster. For example, an ad that is on at 9:20 p.m. EST on Fox News, will also be on at 9:20 p.m. EST on CNN and MSNBC.
PC Matic Does NOT Condone the Alleged Behavior
We understand the concerns expressed regarding our ads being placed during The O’Reilly Factor. It is not our intention to minimize the allegations surrounding Bill O’Reilly. We do not condone the alleged behavior, nor do we choose to support him in any way. It is important our customers understand, our ad placements are out of our control. We do not have an ad agency to decide when our ads air, nor do we purchase ad space based on programming. We hope our supporters understand our stance, as well as our advertising methods a bit better now that they have been fully explained above.