Major blue-chip advertisers avoided Carlson’s time slot for years, but a report claims that since his departure last month, ads have begun to return.
According to the source, Procter & Gamble, one of the biggest advertisers in the nation, is currently airing commercials for female products on Fox News Tonight, such as Secret underarm deodorant and Venus razor blades by Gillette.
Additionally, there have been commercials for Scotts Miracle-Gro and Olympic.
“We have had over 40 new advertisers come into the hour since we launched the new program, including some of the largest in the country and, really, across all major categories,” said Jeff Collins, Executive Vice President of Ad Sales at Fox News Media.
“We have noticed new demand and new advertisers.”
According to the research, Fox News Channel itself, the supplement business Balance of Nature, and MyPillow have been the main sponsors during Carlson’s time slot during the past few years.
According to Collins, Fox News Tonight’s host turnover has contributed to the return of sponsors. Because they are familiar with these characters and know them from other programming, he added, “it takes a lot of audience risk out.”
“From a program perspective, we know that they will connect with the audience and that advertisers are already familiar with them.”
More prime-time advertisers translate into more revenue for the network, which seems to be a good thing at the moment when Fox Corp., Fox News’ parent company, agreed to pay a roughly $787.5 million settlement in connection with alleged conspiracy claims that defamed ballot technology company Dominion Voting Systems.
According to the source, Fox is also engaged in a defamation dispute with Smartmatic, a technology firm that specializes in voting.