Fox News plans to parlay its stability and its place the number one cable news channel to advertisers during this upfront season.
“We don’t have new programming, but a good story in the elections that drive ratings,” Roger Domal, vp of ad sales tells THR’s Georg Szalai, who got a behind-the-scenes look at FNC’s upfront plans. The fall election is “the Super Bowl of cable news,” Domal says, but beyond that, FNC “is as safe and stable a buy you can make.”
The pitch includes FNC TV and FoxNews.com.
The Fox News ad sales team, which currently writes more than $60 million in digital ad business, will during its presentations also share some figures that [ad sales EVP Paul] Rittenberg said are designed to show that “two plus two equals five when people advertise with us on multiple screens.” He added: “Our audience is very engaged. You could argue that we were Facebook before Facebook [launched].”
Szalai writes, “Fox News is seen as one of News Corp.’s crown jewels. [Morgan Stanley analyst Benjamin] Swinburne estimated its fair-market value at $12.4 billion, making it News Corp.’s most valuable business in his model. ”