* Archive page for historical reference only. This page is no longer being actively updated *

Fox Corporation advertising & marketing assignments

Profile subscribers click here for full profile

Selected Fox advertising

Fox Corporation comprises, for the most part, what was left of 21st Century Fox following the sale of the 20th Century Fox movie studio and other assets to Disney and of satellite broadcaster Sky to Comcast. The slimmed down group contains the old company's US broadcast network and cable strands Fox News and Fox Sports. The jewel in the crown is undoubtedly Fox News, the #1 cable news channel since 2001, and the most watched out of any basic cable networks since 2015. That business has been no stranger to controversy; first for a succession of sexual harassment scandals that prompted the departure of several key executives including its CEO Roger Ailes; more recently for its role as the main media cheerleader for Donald Trump both during and after his term as President. In 2Q 2020, in the run-up to the Presidential election, it hit record highs of 3.6m average daily viewers in prime time, a feat unmatched by any cable strand before or since. Those figures have fallen back significantly but it is still the clear #1 at an average 2.1m prime time viewers in 2021. Fox News is partnered by the free-to-air Fox broadcast network. Once regarded as the little cousin of the traditional "big three" TV networks, it showed itself to be just as strong if not stronger than older rivals in the 2000s. That decade it enjoyed an almost unbroken run as the top-rated television network among the key demographic of 18-49 year old viewers, and #2 overall. However, performance stalled significantly after 2012, and has only just begun to recover. In 2018, Fox paid a lavish $3.3bn to secure NFL 'Thursday Night Football' for five years, beating an offer from incumbent rights holders NBC and CBS. It finally regained the #1 spot in the 18-49 demographic in the 2019/20 season, for the first time since 2012, and retained its lead for 2020/21 (though by a narrower margin). That season it was #4 by total viewers though its average 4.2m primetime audience was down by almost a third on the year before. 'Thursday Night Football' was its top-rated show for the season, and the overall #2, with 13.4m viewers. Its next biggest shows by total viewers were scripted drama '9-1-1' (9.8m) and its spin-off '9-1-1: Lone Star' (8.9m). Non-scripted music show 'The Masked Singer' slumped to by a third to 7.7m, but remains a big drawn for the 18-49 demographic. It was the #5 show in that demo. Fox had no other shows among the Top 50 by total viewers, but its other popular scripted shows include dramas 'The Resident', 'Last Man Standing' and 'Prodigal Son' (all between 4m and 7m viewers), new sitcom 'Call Me Kat', two new riffs on 'Masked Singer', 'I Can See Your Voice' and 'The Masked Dancer' and reality competition 'Hell's Kitchen'. The group also owns a small collection of regional Fox-affiliated stations. Other retained businesses include cable channels Fox Business and Big Ten college sports. Tubi is a free-to-air streaming platform, acquired in 2020 for $440m. It offers a wide range of on-demand movies and TV series. Rupert Murdoch remains non-executive chairman of Fox Corp; his son Lachlan Murdoch is executive chairman & CEO. Revenues for ye June 2021 were $12.9bn with net income of $2.2bn. Broadcast television accounted for just over $7.0bn in revenues, and EBITDA of $555m; cable for $5.7bn in revenues and a whopping $2.9bn in EBITDA.

Capsule checked 8th March 2022

Subscribe to access account assignments

Adbrands Account Assignments track account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Subscribers only:
Account assignments & selected contact information

Which agencies handle advertising for Fox? Find out more from the Account Assignments database.

Advertising expenditure of Fox? See ranking of Declared Advertising Costs

Who are the competitors of Fox? See Media Sector for other companies

Historical profile information for Fox Corporation

Recent stories from Adbrands Update:

Adbrands Daily Update 14th Sep 2021: In a further disposal of assets, WarnerMedia announced the sale of celebrity news and gossip site TMZ to Fox. Terms were not disclosed but the Wall Street Journal reported a valuation of less than $50m. Fox already broadcasts several TMZ-produced shows on local TV stations.

Adbrands Daily Update 22nd May 2020: Helped by Super Bowl and break-out entertainment hit 'The Masked Singer', Fox delivered its best network performance since 2012 in the US TV season ended May. It reclaimed the position of top network for viewers in the most valuable 18-49 demographic for the first time in eight long years, with an average of almost 2.2m primetime viewers. CBS retained its position as the most-watched channel by total viewers at 7.6m, more than 1m clear of second-placed NBC. Fox was 3rd for total viewers ahead of ABC. The most watched regular programme overall among total viewers was NBC's 'Sunday Night Football' with an average 20m viewers. CBS's long-running 'NCIS' drama franchise - now in its 17th year - was the #2 show at 15.3m viewers.

Adbrands Daily Update 26th Nov 2019: Fox said it has already sold out its entire inventory for the 2020 Super Bowl TV broadcast with two months still to go. Market watcher Sports Business Daily reported that all 77 in-game ads achieved a rate of at least $5.2m per 30-second slot, while top price hit $5.6m. That would be a significant increase on the 2019 Super Bowl, hosted by CBS. That telecast achieved a maximum rate of $5.5bn per 30 second slot, but a much lower overall average. Also, CBS still had slots to fill as late as the morning of the game.

Adbrands Daily Update 29th Aug 2019: The three-year love affair between Fox News and President Trump may finally be cooling. Long known as the main media cheerleader for Trump, the nation's leading cable news channel has in recent months offered several more moderate viewpoints, including those of Democratic rivals, and has reported on polls showing declining support for the president. Nowhere has that apparent change in direction, however slight, been noticed more than in the White House itself, prompting a series of angry tweets from its eternally narcissistic senior resident. "We have to start looking for a new News Outlet," he posted this week. "Fox isn't working for us anymore!" That prompted outrage among some Fox News staffers. "Fox News isn't supposed to work for you," tweeted back senior political analyst Brit Hume. Contributor Guy Benson gave a similar reply: "We don't work for you."

Adbrands Daily Update 5th Aug 2019: Fox Corporation took a step in another unexpected direction with a deal to acquire majority control of Credible Labs, a consumer lending marketplace which helps borrowers find the most affordable loan or credit card offerings. Fox is paying $265m for a 67% stake in the business, and will inject up to another $75m in working capital. Founder & CEO Stephen Dash retains the other third of equity and will continue to run the business under Fox ownership. Separately this, week, Fox acquired US-based animation house Bento Box, creator of its long-running 'Bob's Burgers' adult cartoon series, and other content. Bento Box has two new series launching for the upcoming 2019/20 season on Fox.

More from about Fox from Adbrands Weekly Update

Subscribe to Adbrands.net to access account assignments

All rights reserved © Mind Advertising Ltd 1998-2022