That Saturday Night skit was great for it shows the reality behind Rush's attempt to claim that he has 18,000 sponsors and this is only a small number.
Fact is that the sponsors he's lost are the big dogs. If it doesn't matter how was it that he was in dead air for 4 minutes on Thursday?
This is big. The big sponsors are leaving and in reality once they leave they seldom come back. With the distributors now voicing concerns to Premier radio, the gig may be up. It's interesting, too that the Premier memo also looked at other Right wing hosts besides Rush-Hannity, Beck, Mike Savage, et. al.
Check out this telling interview with CNN's John Avalon
The fact is that advertisers are voting with their feet-note how the conservatives don't love the free market anymore. They're tyring to say that the concerns of sponsors don't matter only the listeners can vote with their fee.
In reality, of course, they are both legitimate market movers. In 2009 NFL owners vetoed Rush's attempt to own a sports team. This was only right-can you imagine a league where the majority of players are African American having someone like Rush as an owner considering his history of hate speech against African Americans?
Recall his short career as an NFL announcer when he claimed that Dononvan McNabb didn't deserve to be considered a great QB, that he only was because the liberal media has a desire to see a black QB do well.
What you have to understand is that Rush' brand has become poisonous. No matter how many listeners he has, it won't matter if no one wants to advertise on his show. A good point that Avalon made is that Rush has always sold well with middle aged white males, however the concern is that the demographics are changing.
For the vaunted group of 25-54 year old women, Rush and his clones are toxic. Younger listeners too, are repelled by Limbaugh. In the future advertisers may want programming that has more appeal to these groups. As Avalon suggests, it may be that the age of Right wing radio has hit its high water mark.