Fox Upfront Focus Is Lifestyles

Ahead of its live upfront week event on May 15, Fox is holding pre-upfront presentations for its individual business units, and things get started on today with Fox News Media taking the spotlight and making its pitch to advertisers.

Adweek reports the company is looking to showcase the breadth and depth of its portfolio this upfront season, with touchpoints across linear and digital, including Fox News, Fox Business, Fox Nation and Fox Weather. The company also said it launched 22 new programs over the past two years and 24 podcasts last year alone. And though news is the company’s go-to genre, nearly 40% of its reach now comes from lifestyle content across platforms.

Capitalizing on the trends, Fox News Media is offering lifestyle packages and CTV-only plans to advertisers to meet an increased interest in news-adjacent programming, which ranges in everything from Yellowstone: One-Fifty on Fox Nation to Fox News’ Gutfeld!, a show that drops the traditional news format for a late-night feel.

“The benefit for us is just clear in that it offers an opportunity to bring in advertisers that maybe historically didn’t buy into a news environment,” said Jeff Collins, evp of advertising sales at Fox News Inc.

In addition to lifestyle offerings, Fox News Channel is also gearing up for the presidential election. Bret Baier, Martha MacCallum and Shannon Bream, along with the Decision Desk run by Arnon Mishkin, will be back to cover the news, as primaries are months away.

“I think people are surprised when I mentioned to them that the first debate is going to be this summer. Our first debate, part of the Republican primary, is going to take place in August,” Collins said.