An adviser to Melania Trump is calling for advertisers to boycott Jimmy Kimmel’s late-night show over a recent controversial joke. The push for a boycott highlights how deepening political divisions are reshaping advertiser decisions in U.S. media.
The call to pull ads
The adviser, whose name was not disclosed, urged companies to stop buying commercial time on Kimmel’s ABC program. The request came after a joke the adviser deemed offensive. No details of the joke were provided in the statement, but the adviser said it crossed a line.
Boycotts of this kind are not new, but they’ve become more frequent as the political climate grows more polarized. Advertisers now face pressure from both sides to align their spending with certain values — or risk backlash.
Advertisers caught in the middle
For brands, the choice isn’t simple. Pulling ads can anger one audience, while staying can anger another. Some companies have already adjusted their media buying strategies to avoid controversial programming altogether. Others have stuck with shows despite calls for boycotts.
The Kimmel situation is a fresh test of how far those pressures go. The show has a large viewership, but it also attracts strong opinions. A coordinated boycott could hit ad revenue if major sponsors walk away.
What happens next
It’s unclear whether any advertisers will actually follow the adviser’s demand. ABC has not commented. Kimmel has not addressed the call directly. The coming days will show if the boycott gains traction — or fades like many before it.
The episode is the latest sign that political fault lines now run straight through the ad market. Advertisers will have to decide where they stand, and whether placating one side is worth alienating the other.
