• by Wayne Friedman , November 16, 2006

Media agency executives are leery--if not outraged--about Fox's highly controversial November sweep special "O.J. Simpson: If I Did It, Here's How It Happened," which will air at the end of the month.

"I can't think of a client that would go near this," says Ira Berger, media director at The Richards Group, Dallas. "I can't see any packaged-goods advertisers buying this. If you are looking for backlash, this would be the Super Bowl of backlash."

On Tuesday, Fox--which has been reeling with double-digit rating declines this season--announced a two-hour, two-day special at the end of the November sweeps period featuring O.J. Simpson talking about his new book, "If I Did It, Here's How It Happened." He will be interviewed by Judith Regan, his publisher, who heads Regan Books. Regan Books, like the Fox network, is owned by News Corp.

Ten years ago, Simpson was cleared in the high-profile, highly charged murder trial of Nicole Simpson and Ron Goldman. But he was found guilty in a civil case and hit with a $33 million judgment.

Ad executives say they can't imagine that Fox will gain much from the special in terms of advertising dollars, but they will gain more in other areas.

"It's going to pull up Fox ratings and create buzz," says Berger. "Fox needed to do something in the fourth quarter; they were virtually invisible."

Many in the industry say the event seems a purely staged one. Regan isn't an impartial news journalist looking to quiz Simpson. She has a financial interest in helping the book and the show succeed. "It's all about selling books and looking for the most provocative way to do it," says Berger. Media executives expect the list of advertisers to be a narrow one--perhaps movie companies or racy Internet Web sites. A Fox spokeswoman had no comment about the network's advertising plans for the show.

Fox may have to consider other issues related to the show. "It would not only have problems with advertisers, there could be an issue with Fox affiliates that might not want to take the show," adds Brad Adgate, senior vice president and corporate research director for Horizon Media.

Which is why agency executives wonder why Fox News isn't handling the interview. Instead, it is being handled by Mike Darnell, who heads Fox's reality programming. That sent media agency executives into fume mode.

"It's the lowest form for hype," says Gary Carr, senior vice president of national broadcast for TargetCast TCM. "It's an embarrassment to our business. I can't imagine anyone in their right mind buying into this. I'm ashamed for Fox doing this, after the network gained respectability in recent years. They have gone for the low blow again."

Some wonder if Fox will actually sell to national advertisers at all. Others speculate that the network is just testing the waters and will--like ABC did early this year with its "9/11" program--announce a few days before airing, that it's a commercial-free event.