The lesson is that holding brands “accountable” for where they run commercials isn’t always fair. Large companies like ConAgra typically contract with an outside agency to head up creative strategy as well as media buying. And this agency’s media buyers aren’t calling up Fox News to say “Hey, we need a 30-second spot on the Hannity show because boy, does that man have great ideas!” Instead, they’re buying large blocks of airtime and audience segments that are then spread around networks and programs. If their commercials end up on a certain show, it’s generally not because they asked them to be placed there.

On the flip side, some brands are politically outspoken when it comes to entertainment sponsorship. And just look at how well that worked for Papa John’s.

Here’s yet another wrinkle: It seems even Sean Hannity has now had it with Moore’s shifting stance. On Tuesday, he gave Moore a 24-hour ultimatum to explain himself. Hannity said on his program: “You must immediately and fully come up with a satisfactory explanation for your inconsistencies. You must remove any doubt. If he can’t do this, then Judge Moore needs to get out of this race.”