reading more about it, advertisers nowadays drop instantly anything that is controversial and they have extremely fine grain control over what they advertise. So a spot on Colbert will be tagged with anti-Trump, liberal, progressive, democrat, Harris, etc keywords and 90% of advertisers will decline to advertise on the show.
Fallon gets a lot less viewers but he stays super apolitical so the same keywords aren't tagged on him, so he gets more ad money.
I dunno, i haven't seen an ad in years so i still don't even understand who the fuck these advertisers are trying to reach, people asleep with the TV on? Airport TVs?
Its really that simple. While Biden was president it wasn't considered a big deal to advertise on liberal shows, but now with Trump in power big corporations are scared to death that suddenly they will get in the cross hairs of MAGA/Trump and they will flee anything that has a whiff of that, whether its Colbert or twitch (hence the steep drop in twitch revenue) or youtube channels (same).
so yeah, it makes sense that the show was losing money even though it had more viewers, its basically like twitch streams, there are some super popular ones where people act retarded or chicks are showing their tits and while it gets them donations and subs they don't get mainstream advertisers. I've noticed in my podcasts too, there are a few (Lorehounds, Stuff you should know) that used to be have snarky political talk randomly but they have cut back hard on that shit and go out of their way to say "oh, we keep politics and social commentary out of the podcast" because its apparently an advertising death sentence.
thats really the way it should be, the problem of course is that winds change and in a few years when liberals are back in power they will shift back to all the usual bullshit inserted everywhere. Maybe all the trannies will kill themselves in the meantime.