Triple M was faced with an advertiser boycott that threatened to cost the radio station an eye-watering amount of cash in the wake of Marty Sheargold’s Matildas rant.
Sheargold was axed by the Southern Cross Austereo owned broadcaster on Wednesday after he made a slew of remarks about the Australian national women’s soccer team, following a loss to the USA, which critics labelled ‘sexist and disgusting’.
A campaign by an activist group with thousands of followers was launched shortly after the rant went to air that attempted to put pressure on three major advertisers to pull their slots from his Triple M show unless it ditched the comedian.
Sheargold had told listeners ‘there’s something wrong with the Matildas’ before he compared the team’s attitude to ‘Year 10 girls’ and suggestively asked whether superstar striker Sam Kerr and her fiancée Kristie Mewis ‘play the same position’.
His co-hosts tried to steer the discussion back to the team’s performance at the SheBelieves Cup. ‘She believes in what? It better be men,’ Sheargold said, before the conversation moved to Australia’s hosting of the women’s Asian Cup next year.
‘Oh god. The Asian Cup. I’d rather hammer a nail through the head of my penis than watch that. Got any men’s sport?’ Sheargold declared.
His outburst was described as ‘outrageous’ by interim Matildas coach Tom Sermanni, and there was an immediate backlash from sponsors wanting to distance themselves from the comments.
A spokesperson for Haleon, the parent company of Sensodyne, told Daily Mail Australia that they immediately stopped advertising on the show following the remarks.
Marty Sheargold (pictured) was sacked for comments about the Matildas which were branded ‘sexist and disgusting’
Media commentator Tim Burrowes said Triple M’s owner Southern Cross Austereo were forced to act fast as advertisers threaten boycotts
‘Comments made by Marty Sheargold do not align with our company values and we do not condone them in any way. We have since ceased advertising on this show,’ the Haleon spokesperson said.
Another advertiser, AAMI insurance, commended Southern Cross Austereo for their swift action in removing Sheargold.
‘We do believe Southern Cross Austereo have acted swiftly and decisively to remove him, which has given us comfort to continue using their platform to communicate with our customers,’ a spokesperson said.
‘In this case, we do not support any of the offensive comments and views shared by Marty Sheargold.’
Anaconda, the third company advertising during the discussion, deleted angry comments from their social media demanding action but did not repliy to Daily Mail Australia’s questions about whether they considered cutting ties with Triple M.
Activist group Mad F*****g Witches, which campaigns against anyone it accuses of ‘spreading misogyny or racism’ urged its 200,000 followers to contact the three advertisers – Sensodyne, AAMI Insurance, and Anaconda.
‘Nothing else works. Petitions don’t work, marching doesn’t work, contacting the Australian Communications and Media Authority doesn’t work, complaining to the media organisation doesn’t work,’ an MFW spokesperson said.
Sensodyne, AAMI, and Anaconda faced pressure to drop support after Sheargold’s remarks.
‘Nothing works but hitting their pockets.’
On its website, MFW celebrates its efforts to create advertiser boycotts against the likes of Alan Jones, Sam Newman, Pete Evans and Eddie McGuire.
Sheargold officially parted ways with the station on Thursday.
Some have spoken out against the dismissal of Sheargold, with top Sydney broadcaster Ben Fordham saying the Triple M host used shock value for laughs and there was always a risk that some jokes would go too far.
‘Comedians have to walk the tightrope between getting laughs and not getting cancelled,’ Fordham said.
Media commentator Tim Burrowes said Triple M could not afford to be that forgiving.
‘The threat of losing money is there and that’s enough to have to take immediate action and shut it down,’ Burrowes said.
‘The pressure was on the advertisers; they were getting messages from customers demanding action from them, and if a brand says they don’t want to be aligned with a particular show or person any more, there is nothing left to do.’
While Burrowes agreed that radio executives had no choice but to remove Sheargold, he believed another factor in moving against him quickly was to nip the issue in the bud before the station network announced its financial results.
On Thursday morning Southern Cross Austereo released its half-yearly financial results, which showed the company breaking even for the first time, adding that it had sold off the last of their television assets to become an audio-only company.
‘They could not afford to have that announcement spoiled,’ Burrowes said.
‘They finally had some good news to share so they acted fast to shut it down.’
Sheargold said there was ‘something wrong’ with the Matildas and that they remind him of Year 10 girls (Sam Kerr pictured with partner Kristie Mewis)
Anaconda, the third company advertising during the incident, spent time deleting angry comments from their social media demanding action but have not replied to Daily Mail Australia’s requests for comment
The day before he parted ways with the company, Sheargold issued an apology on social media.
‘Any comedy, including mine, can miss the mark sometimes, and I can see why people may have taken offence to my comments regarding the Matildas. I sincerely apologise,’ he said.
Triple M also apologised on Wednesday.
‘Marty Sheargold’s comments regarding the Matildas made on Triple M Drive on Monday, 24 February, do not align with Triple M’s views and values, and Triple M remains steadfast in its strong support of all women’s and men’s sports.
‘We sincerely apologise for any offence or distress caused.’
