Rush Limbaugh’s claim to radio fame has always been that he is a right wing talker who brings big ratings to major markets in blue states, but this isn’t the case anymore. Since he moved to Clear Channel his ratings in the nation’s two largest markets have nosedived. Rush Limbaugh went from having the number one talk show in Los Angeles to falling down to 37th place in the ratings. In New York, Limbaugh has dropped from fifth in the city to 22nd. His audience is now so small in both markets that he is being outdrawn by Spanish language stations and NPR.
Ouch, bit of a slap at NPR there, too. But still, his market is tiny and insignificant, which is a good thing.
The article talks a bit about how advertisers are running away from him, but that wouldn’t explain his fading popularity — no one tunes into a show to hear the advertisements. It’s all about his declining demographic.
The answer for why Limbaugh’s show is dying can be found in demographics. Rush’s average listener is 66 years old. Younger people aren’t turning on their radios to listen to Hannity, Beck, Limbaugh, and Savage. Their audience mirrors that of the Republican Party. It’s white, conservative, and male.
His audience consists of the people in the market for viagra and oxycontin, that is. Which tells you where Limbaugh should turn for more advertising dollars — he’s like a great floating blimp with acres of white space perfect for promoting penis pills, rather than Goodyear tires.