Fox News’ Latest Pitch to Advertisers

AdAge reports on Fox News’s upfront strategy this year, which expands beyond the cable news competition:

Paul Rittenberg, exec VP-ad sales for Fox News Channel, Fox Business Network and Fox News Digital, said Fox’s big push to advertisers this year will be to pit its upscale audience against the more mass-reach networks like TNT and USA. “For the last six months, we’ve been trying to position ourselves as more than just direct competition with CNN; that’s over for us in a way,” he said. “The general perception among media buyers, especially the 25-year-olds who don’t watch TV news anyway, is that it’s downscale. But there’s no number that doesn’t contradict that.”

In primetime, Fox has been regularly challenging USA and TNT in Total Viewer ratings for the past few months. While the disparity between CNN and FNC ratings has grown quite wide, the CPM rate (cost per thousand impressions) has been a different story. More here.

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