![]() ![]() Holiday themed feel-good movies are also on the way. ![]() "What that means for clients is that we can reach consumers in different contextual environments." Fox is betting lighter fare will win over new viewersįox Nation was full of opinion content when it launched in November 2018, and the $5.99-per-month streaming app recently added Clint Eastwood movies and reality show "Cops" in addition to a lifestyle interview show fronted by Tucker Carlson and a series from controversial host Piers Morgan. "The next phase is about expanding across genres," said Jeff Collins, executive vice president ad sales for Fox News Media. Fox is also betting its new weather channel, Fox Weather, set to launch this month, will allow the company to do brand tie-ins for such products as flu medication that its news networks can't do. Fox News is hoping to capture viewers on TV, online or via a podcast or radio broadcast, maybe even a book. Fox's flagship network is down 32 percent in primetime versus a year ago. News fatigue is hitting cable across the board. Coverage of the Afghanistan withdrawal, immigration woes at the southern border, anger at vaccine mandates, and cancel-culture segments have swelled its cable news share to 50 percent from 45 percent in the third quarter a year ago, among all audiences, according to Nielsen data through September 22. In primetime, Fox News is bigger than CNN and MSNBC combined, with an average total audience of 2.37 million in the third quarter, per Nielsen. In September, Fox Business primetime swapped opinion shows for a documentary style line-up about American engineering marvels and dream homes. In April, the network launched a right-leaning late night comedy show with Greg Gutfeld. Marketers who might have blanched at having their messages sandwiched between Judge Jeanine and MyPillow commercials fronted by Mike Lindell, infamous for his election fraud claims, can now choose homier fare. ![]() Rupert Murdoch and his son, Fox CEO Lachlan Murdoch, have spent the past few weeks at the company's New York headquarters focused on making its multi-billion dollar Fox News palatable to a broader group of viewers and advertisers.Īs the network hits its 25th year, they're expanding outside of news and opinion to positive, patriotic fare to lure younger audiences and those who may not even consider themselves conservatives. It's also ramping up efforts to grow streaming app Fox Nation, which has an estimated 1 million-plus subscribers.Īfter President Trump, a raging pandemic, social justice riots and an attack on the Capitol catapulted Fox News into record-breaking ratings territory last year, ratings have fallen back to Earth.īut the Murdochs aren't standing still.The company that thrived on news and outrage is bulking up its homey and patriotic fare.With ratings down for cable news across the board, Fox News Media is planning brand extensions to broaden its appeal. ![]()
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