It matters because Beck's ratings have softened over the last year, and advertisers are pulling their dollars away from the program. Leibovich writes that his show is considered "empty calories" in the TV business: "As of Sept. 21, 296 advertisers have asked that their commercials not be shown on Beck's show (up from 26 in August 2009). Fox also has a difficult time selling ads on "The O'Reilly Factor" and "Fox and Friends" when Beck appears on those shows as a guest. Beck's show is known in the TV sales world as "empty calories," meaning he draws great ratings but is toxic for ad sales."
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