Say what you will on either side, all can agree that FOX News is home to a group of folks that know political controversy is the oxygen required to keep a fire burning. And despite all manner of boycotts, the network gives these pundits the bully pulpit to keep the fire stoked. So perhaps it’s no surprise that FOX would find itself in a position of consolidating its advertiser base to a few brands that want to go big and “believe”. But even with that in mind, it’s still a surprise to find out that almost 20% of the network’s advertising so far this year is limited to just three brands.

Assumed it’s an advertiser wasteland? Imagining perhaps someone at FOX is saying to Carlson “Woke brands can suck it they are the problem!”?? Yea I was too but here is where we’re wrong and what makes that number so peculiar: over a thousand brands have advertised on the network this year. This is evidence that, contrary to what some may assume, for as controversial as the network can be, many still consider the network to be “brand safe” or at least strategically worth the risk.

Afterall, the network has a huge and passionate audience that identifies with the network in a way most network marketers only dream of. Say what you will about the veracity of the reporting— the viewers watch a lot, and proudly. That kind of environment of affinity is prime for a brand to borrow some of that emotional loyalty and some brands presumably calculate they can’t afford to ignore those audiences in that state of message vulnerability.

Some— like that MyPillow guy— have used this to build a brand (and a political power of his own— the dude used his FOX omnipresence to give a speech at the White House lawn during COVID, which is a different blog post I never want to write.) He since left FOX News of course because the network failed to run his fake election fraud ads — a move that cost the network tens of millions in Pillow bucks, but one that likely also spared them as much in political and legal scrutiny. (Even though the FCC can only monitor public broadcasters for spreading of falsehoods). So there i

For you TV industry nerds out there, there is one more fun fact worth noting— Balance of Nature— this one brand, has received more airtime than FOX News dedicated to its promo slots. Normally a network will dedicate 10-12% or higher. Venturing a guess, this is for the same reason FOX News execs keep the red meat pundits in prime— they know they have a loyal audience that as baked in behaviors so they can monetize the extra 6% they gave up and not lose anyone.