Kimmel returns after the suspension with risk on possible advertising losses

Walt Disney Co. has announced “Jimmy Kimmel Live!” ABC! “will come back Tuesday after a brief suspension.

“Last Wednesday, we made the decision to suspend production in the show in order to avoid more of a stretched situation at an emotional moment for our country. This is a decision that we made because we estimated that some of the comments were poorly emissary and therefore insensitive. We spent the last days to have thoughtful conversations with Jimmy, and after these conversations, we reached the decision to return Tuesday”, a spokesman for Disney.

Experts argue that ABC and Disney got into a difficult situation by quickly shooting Jimmy Kimmel’s program last week after his remarks on the death of Charlie Kirk. Although there are a certain distance between those who say that ABC risks reactions against viewers and those who say that advertising dollars were more critical.

This underlines how the financial benefits for ABC and focus on the importance of advertising dollars for television at the end of the evening, which has been rushed since 2018.

ABC belonging to Disney announced that “Jimmy Kimmel Live!“was suspended indefinitely following his comments on the death of Kirk at a Utah event last week and the response of the administration.

Disney leaders decided to draw “Jimmy Kimmel Live!” Outside the air after Kirk’s comments

From the point of view of brand risks, Crystal Gorges, brand expert and publicist, believes that it is in fact more likely to shoot it.

“ABC and Disney are already under a microscope, the pressure from the FCC being so public, so that viewers can easily connect the points and interpret a suspension as a political compliance rather than a programming decision,” Gorges at Fox Business told.

Gorges argued that “the financial danger is not so much advertisers who move away because he alienated the faithful viewers who consider him a censorship”.

“Faithful viewers who connect in the night after night, or who pay for Disney / ABC Bundle subscriptions, may have the impression that their voices are silenced. This feeling of alienation can quickly make snowball in organized opposition, social media movements or even subscriber cancellations,” he said.

ABC accumulates for a financial blow while Kimmel takes away from these advertisers

He believes that the impact of short -term advertising is manageable and that “long -term monetary risk comes from the training effects to be considered famous for external pressure”. He stressed that monetary risk is in the reaction to the perception of the strike.

“Once a brand becomes a lightning rod for political or cultural reactions, controversy can extend far beyond the original problem with Kimmel himself.

Like Gorges, CEO of Aaron Evans of Strategic Communications and Media Agency Story Group, there was a danger to Disney / ABC told Fox Business to lose the confidence of the public.

However, Evans stressed that Kimmel has lost them announcements and, in turn, millions of income almost immediately.

Charlie Kirk Assassination REGNITS DEBATE ON THE PROTECTIONS OF ARTICLE 230 FOR SOCIETY SOCIETIES

“If ABC had not fired Kimmel, the financial benefits would have been immediate – the adversors do not wait for controversies, they walk and it is millions of lost income,” Evans at Fox Business told, adding that advertisers are “hypersensitive to controversy because they are not only bought in the eyeballs, they invest in their history”.

Charlie Kirk speaks at the University of Utah Valley on September 10, 2025 in Orem, Utah. (Trent Nelson / The Salt Lake Tribune / Getty Images) / Getty Images)

Evans said that the last thing that a brand, in particular a great brand of consumption, “is to see its logo working alongside the content that half of the country finds offensive or insensitive to something as horrible as a political assassination of someone appreciated by the youth of the Americas – it creates an instant reversal on social media and in the press.”

Since there are so many places to invest in advertising money, most would have seen that the risk simply was not worth it, according to Evans.

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“Once even a handful of brands of households that come out, this creates a domino effect, because no company wants to be the last that holds the bag. For ABC, it could mean losing millions in a few weeks and a long -term devaluation of their inventory at the end of the evening,” said Evans.

Brian Flood of Fox News Digital contributed to this report.