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NBC Wednesday night dumped the simulcast of "Imus in the Morning" from its cable outlet, MSNBC, putting even greater pressure on CBS to make a decision about the future of its longstanding and profitable radio show.
In addition, Geico -- one of the program's most important advertisers -- confirmed to Newsday that it is "cancelling all of its national and local advertising connected with the Don Imus program."
The abrupt cancellation of the simulcast capped a brutal day for both CBS and embattled host Don Imus as he struggled to keep his job following his "nappy-headed hos" remarks about the Rutgers women's basketball team last week.
Procter & Gamble -- one of the nation's leading advertisers and a longtime bellwether of advertising trends -- said late Tuesday it would drop sponsorship of "Imus in the Morning." That was followed by a veritable cascade of defections throughout the day, with cancellations by Aetna, Sprint Nextel and American Express.
Imus' radio show originates from WFAN-AM in Astoria and is syndicated nationally by Westwood One, both of which are managed by CBS Corp.
Insurance giant Aetna pulled its advertising on Monday. "We found his remarks to be offensive and inappropriate, and we have redirected our advertising to other programming," a spokeswoman said.
Perhaps the toughest development for Imus came from CBS itself, when board member Bruce S. Gordon -- a former NAACP president -- called on the broadcaster to fire Imus.
Reached at his home Wednesday night, Gordon said it "is premature" to suggest that the ad defections alongside his condemnation would lead to Imus' firing.
"Management has to do a very thorough assessment, and not just of what he said, but all the implications of the disciplinary actions considered to be appropriate. I certainly have taken my position, but feel equally that management has to do its due diligence."
In a statement, CBS reiterated that it would stand by the previously announced two-week suspension beginning Monday, while "during that time, CBS Radio will continue to speak with all concerned parties and monitor the situation closely."
Nonetheless, the network's flagship broadcast, "The CBS Evening News With Katie Couric" reported Wednesday night that there is "growing pressure inside CBS" to make a decision on Imus' long-term future.
According to the statement released by NBC News, the cancellation of the simulcast "takes into account many conversations with our own employees. What matters to us most is that the men and women of NBC Universal have confidence in the values we have set for this company. This is the only decision that makes that possible. Once again, we apologize to the women of the Rutgers basketball team and to our viewers. We deeply regret the pain this incident has caused."
MSNBC's decision could have an impact on CBS' decision about whether to keep "Imus in the Morning" on radio. The MSNBC venue has been a longstanding success for both NBC and CBS, with each outlet effectively reinforcing the other. CBS reported that the program represented $8 million in annual advertising revenue for MSNBC.
General Motors Corp., a significant advertiser on the show, said Wednesday that it was suspending its advertising but could resume it later. "This is a very fluid situation, and we'll just continue to monitor it as it goes forward when he returns to the air," according to a spokeswoman.
Office supply chain Staples Inc. has also said it would pull out, and Bigelow Tea said it was considering doing so. Imus' program is worth about $15 million to CBS Corp., according to The Associated Press.
Staff writers Keiko Morris, Tami Luhby and Carl MacGowan contributed to this story, which was supplemented with Associated Press reports.