Advertisers can't boycott a show where they don't advertise anyway. But at least a few marketers who weren't running commercials during Sean Hannity's Fox News show have wound up in the middle of the latest boycott scuffle.
Following Hannity's coverage of Alabama Senate candidate Roy Moore, who has been accused of sexual misconduct involving teenagers when he was in his 30s, Conagra brands Reddi-wip and Hebrew National each said they have removed the show from their ad plans.
Hi - We removed Hannity from our advertising plans. We will be sure to provide your feedback with our team. Thank you.— Reddi Wip (@RealReddiWip) November 13, 2017
Hi - We removed Hannity from our advertising plans. We will be sure to provide your feedback with our team. Thank you.— Hebrew National (@HebrewNational) November 13, 2017
But Conagra is now saying there is no story. "This program has not been part of our media spend for several months," a Conagra spokeswoman says in an email.
According to iSpot.tv, the real-time TV ad measurement company, neither Reddi-wip or Hebrew National have run ads during Hannity's 9 p.m. show going back to at least Oct. 1.
"We should have replied with a more thorough tweet yesterday, so people realized this was not a recent decision, but something from several months back," the spokeswoman said.
By Tuesday afternoon, the company was looking to rectify the confusion.
Hi Alysson, we wanted to clarify the program has not been included in our media plan for a long time. We will still share your feedback.— Reddi Wip (@RealReddiWip) November 14, 2017
In a similar case, the liberal advocacy group Media Matters has approvingly held up men's shirt-maker Untuckit as a "Hannity" boycotter.
It's true that Untuckit isn't advertising on the show, according to CEO and co-founder Aaron Sanandres, but that was the case before the Moore controversy.
"We have not advertised on Hannity for several weeks, although unrelated to any current (or prior) controversy," Sanandres says via email. "The move was part of a larger assessment of where we spend our advertising dollars. We do not have any plans to revisit this decision."
According to iSpot.tv, Untuckit last ran ads in Hannity on Oct. 25.
Meanwhile, Realtor.com on Monday backpeddled on its original position that it would pull ads from "Hannity." After tweeting over the weekend that the company was no longer buying ad time on the show, Realtor.com removed the tweet and issued a statement on its website.
"We advertise on dozens of television networks and hundreds of shows quarterly as a way to introduce realtor.com to the widest audience possible," the statement says. "We will continue to place ads across a broad range of networks, including Fox News and its top shows."
Realtor.com plans to continue advertising on Hannity, according to a person familiar with the situation.
And while it appears that Keurig is standing by its tweet saying it will no longer run ads in Hannity, CEO Bob Gamgort apologized to employees on Monday for making a public statement and appearing to take sides, The Washington Post reported.
Keurig's boycott of Hannity led some viewers to post videos of themselves smashing their Keurig machines on social media. Hannity on Monday told his viewers to stop it, saying the marketer had been duped by Media Matters.