Fox Corporation advertising & marketing assignments

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Selected Fox advertising

Fox Corporation is the new name for what is 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 now comprises primarily its US broadcast network and cable strands Fox News and Fox Sports. The jewel in the crown is undoubtedly Fox News, the most watched basic cable network for the past three years, and the #1 news channel since 2001. However, 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 position as the main media cheerleader for President Trump. 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. It was #3 by total viewers with an average 6.3m primetime audience. 'Thursday Night Football' was the top-rated show for the season, with 15.0m viewers, followed by non-scripted music show 'The Masked Singer' (10.8m), scripted drama '9-1-1' (10.4m) and its spin-off '9-1-1: Lone Star' (9.1m). Other popular scripted shows include dramas 'The Resident', 'Last Man Standing', 'Deputy' and 'Prodigal Son' (all between 5.8m and 6.7m viewers). 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. Rupert Murdoch remains co-chairman of Fox Corp with his son Lachlan Murdoch, who was named as CEO. Revenues for ye June 2019 were $11.4bn, representing around a third of the former 21st Century Fox, with net income of $1.6bn. Revenues are split more or less equally between broadcast and cable operations.

Capsule checked 22nd May 2020

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Advertising expenditure of Fox? See ranking of Declared Advertising Costs

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Historical profile information for Fox Corporation

Recent stories from Adbrands Update:

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.

Adbrands Daily Update 22nd May 2019: CBS was once again America's most watched broadcaster by prime time viewers, its 11th consecutive #1 position, and had the top three scripted shows. 'Big Bang Theory' was - for the last time ever - the country's #1 most watched scripted show, with an average of 17.3m viewers. 'NCIS' and 'Big Bang' spin-off 'Young Sheldon' were the #2 and #3 shows respectively. However, total numbers continued to slide: CBS averaged a total of 8.9m viewers nightly for the season ending this week, down from 9.0m last year and 9.6m the year before. Indeed, all networks except Fox reported year-on-year declines. NBC was the #2 network overall (7.2m viewers), and led the prized 18-49 demographic for the 3rd straight year. Its 'Sunday Night Football' was the country's single most watched regular show at 19.3m viewers. ABC and Fox were in 3rd and 4th place again by total viewers; Fox tied CBS for the #2 position in 18-49ers.

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