Procter & Gamble Co., General Motors Corp., American Express and Staples were among the first to pull ads out of the Don Imus show following racial remarks made by the talk show host.
But media buyers are having mixed reactions to news of his possible return. Some say Imus has apologized several times for his remarks, and advertisers could conclude that he has been punished enough.
Others say that while "curiosity seekers" would be tuning in, marketers will wait to see if he trips up again before committing ad money to support his new venture.
Ad Age
estimated in April that revenues for "Imus in the Morning" brought in $15 million to $22 million for CBS' WFAN-AM in New York alone, with an additional $2.5 million on his MSNBC simulcast.
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