Variety has published a story titled "Fox News Aims to Snatch Ad Dollars From CBS, ABC, NBC in Bold Bid". The article, Brian Steinberg, details Fox News Channel's aggressive strategy to reposition itself as a prime advertising destination, targeting the substantial ad budgets traditionally allocated to broadcast giants CBS, ABC, and NBC.
The crux of Fox News' pitch to top media-buying agencies is its ability to deliver large, live audiences in an era where streaming has fragmented viewership. The network argues that its programming—featuring shows like The Five, Special Report with Bret Baier, and Fox News Night—offers the kind of real-time engagement that advertisers once reliably found on broadcast networks, but which is now less guaranteed as viewers shift to on-demand platforms. Fox Corp. is leveraging viewership surges across its schedule to make the case that its live, unscripted content outperforms the scripted primetime offerings of traditional broadcasters.
According to Variety, Fox News has as seen a dynamic surge in audience following the 2024 presidential election. Fox News’ total day audience hiked 48% in the first three months of this year, according to data from Nielsen, while viewership among audiences ages 25 to 54 — the demographic most coveted by advertisers in news programming — rose 58%.
The broadcast networks are likely to focus on their ability to snare a younger cohort of viewers between 18 and 49, and to promote their news programming as a place that avoids some of the pointed debate that can be an element of many cable offerings.
This move comes as the media landscape evolves, with Fox News positioning itself not just as a cable news outlet but as a competitive alternative to the Big Three networks during the 2025 upfront season, where ad commitments are negotiated. The strategy highlights a broader trend: cable news, particularly Fox, is capitalizing on its ability to draw consistent, immediate audiences at a time when broadcast TV’s dominance is waning due to changing consumption habits.
The article suggests Fox News is betting on its topical, live format to siphon off ad dollars that might otherwise go to shows like CBS’s Survivor or CBS Evening News, framing this as a bold challenge to the established advertising hierarchy.
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