- A number of major brands have asked their advertising agencies to pause their advertising campaigns amid the attack on the United States Capitol.
- At least one TV network stopped offering commercial breaks during the coup attempt.
- Advertisers are seeking advice on what to do next, and the news coverage also leaves a question about what will happen with campaigns scheduled to air on January 20.
- Visit the Business Insider home page for more stories.
Several major TV advertisers paused campaigns in response to the attempted coup on the United States Capitol, sources at two of the top advertising companies said.
Advertisers often run ads on TV to avoid being seen running commercials that generate horrific news. One of the holding companies said advertisers’ keyword lists have been updated to reflect news events within an hour of the Capitol violation.
Advertisers are not only pulling from linear cable TV – some are also asking to pull their ads from social media and digital news sites, the source said.
A media agency source said that “most customers” were pausing TV and digital ads for the next 24-48 hours and that several also shifted overnight purchases to the end of the month.
The historic turn of events, which involved pro-Trump protesters violating Senate offices and brandishing weapons and flags on the same day that Georgia’s Senate votes confirmed that two Democrats had won in the Southern State, which caused a shocking TV show .
Fox News stopped running commercials around 1:30 pm, a source told Insider, as is typical of TV news when there is breaking news.
Fox News, CNN and MSNBC officials did not immediately respond to comment on whether they also stopped commercials.
The source said marketers are asking for their campaigns to be paused while there are reports of violence on Capitol Hill. An advertiser asked to stay off the air until the weekend.
The news coverage also leaves a question mark about what will happen with the brand’s campaigns scheduled to air on January 20. Advertisers who use patriotism in their messages can miss the mark if protests continue.
Citi’s outgoing British chief executive, Michael Corbat, issued a statement on Tuesday, saying: “I am disgusted by the actions of those who invaded the US Capitol in an effort to interrupt Electoral College certification, a process required by our Constitution as part of our practice of peaceful power transitions between presidents. “He said he hoped” people would be held responsible for their actions “.
Brett Bruen, a former diplomat for President Obama and chief executive of the consultancy Global Situation Room, told Insider that his company is currently sharing protocols with clients on how to act during civil unrest.
Asked what brands should do in this situation, he said that corporations should not be quiet, but “invest in initiatives that reinforce respect in the process”.
He added: “There is no downside to publicly and aggressively assuming unity and respect. We need strong voices to use the megaphone they have, not just for marketing, but to convey American history.”