Rush Limbaugh’s show floundering financially

Rush Limbaugh’s show floundering financially

Even his savvy neutral stance on Trump didn’t help

Rush Limbaugh has been a driving force in ground-level American politics, for better or worse, for several decades. But his business has floundered for the last four years, ever since he attacked Sandra Fluke.

When Fluke testified against bans on contraception being covered by insurance companies, Limbaugh called the young college student a “slut” and a “prostitute.” He lost 38% of his revenue overnight, and the fallout continues today. A lot of big brands like JCPenny, perhaps fearing what someone might say next, pulled their advertising from all talk radio networks, regardless of the topic. Today, ads on talk radio stations only cost about half what they do on a music radio station.

Limbaugh has soldiered on, but to increasingly dwindling numbers. He scored a success of sorts this year by staying neutral on the topic of Donald Trump. Perhaps realizing that he would lose either way, he has been careful to neither attack nor support Trump. But it hasn’t helped the numbers, and Limbaugh has been dropped by some of his biggest affiliates over the past few years.

Limbaugh’s contract is up this year, and many wonder if he will opt to renew – or if Premiere will drop him, thus forcing the cantankerous radio host into retirement.