Outlet: Marketplace (Culture)
Author: Janet Nguyen
Date: September 2025
In a dramatic backlash, consumers are not only cancelling their Disney+ and Hulu subscriptions but also boycotting advertisers that run spots on ABC affiliates owned by Nexstar and Sinclair. The broadcasting groups preempted Jimmy Kimmel Live! after the late-night host made remarks about conservative commentator Charlie Kirk.
The controversy escalated when Disney pulled Kimmel, prompting shareholder scrutiny and a $6.4 billion market cap drop. Meanwhile, consumers have been tracking advertisers on Reddit and urging boycotts. Several companies – including Seattle Theatre Group, Frontier Foundation & Crawl Space Repair, and Best Plumbing – have already halted advertising campaigns with Sinclair- or Nexstar-owned stations.
Hollywood Branded’s founder and CEO, Stacy Jones, explained the risks affiliates face in today’s cord-cutting era:
“We are in an era of cord-cutting, where consumers are already turning away from local television. Broadcast stations simply don’t have the same captive audiences they once did. For affiliates, that makes reputational missteps riskier – they can’t afford to give viewers or advertisers another reason to disengage when both groups are already drifting away.”
Stacy emphasized how media buyers weigh consumer sentiment when controversies flare:
“Media buyers flag the stations, track coverage, and weigh whether a controversy could stick. Even if dollars don’t pull right away, you’ll see brands get cautious with renewals or shift toward safer placements.”
She also highlighted selective ad strategies that brands may pursue:
“Pulling out entirely isn’t practical. What’s more common is selective buying: advertisers keep the reach but sidestep the shows or slots drawing heat.”
And warned of long-term financial repercussions:
“That unpredictability disrupts affiliate revenue forecasts. And even if affiliates hold onto most advertisers, perception of risk weakens their pricing power. Media buyers use that leverage to push for rate cuts or added value, which erodes long-term profitability.”
This feature underscores Hollywood Branded’s authority in guiding brands through turbulent PR and media-buying climates. With more than 17 years of experience and over 10,000 partnerships, the agency has helped brands – from Expensify to Canadian Club – leverage pop culture moments to strengthen market positioning.
Hollywood Branded’s proven framework (Educate, Trade, Invest, Amplify, Dominate) enables brands to adapt quickly, mitigate reputational risks, and maximize visibility in shifting media landscapes.
To explore more of Stacy’s insights and Hollywood Branded’s proven strategies for navigating pop culture controversies and maximizing brand visibility, visit Hollywood Branded’s Insights Blog.
