Fox News is looking to clear up any misperceptions advertisers have around news as it emerges from a news cycle dominated by politics during its upfront pitch to the marketplace.
“We had five years of a news cycle that was dominated in many ways by politics. We were all covering every tweet that came out of the White House. We are all feeling very good about heading into a news cycle that has room for other topics like sports, news and entertainment,” says Jeff Collins, exec VP, ad sales, Fox News.
With more “uplifting content,” like stories of people getting vaccinated, returning to work and school, and reuniting with their families, Collins says that it will create “a more positive environment for our advertisers.” The hope is as the news becomes more “a more positive environment,” that there will be areas that are more contextually relevant and desirable for brands, he adds.
To be sure, the entire news space has always been a dicey one for some brands, who have been concerned with their marketing messaging appearing next to tragedy or anything controversial.
Fox News is leaning in to some of its more uplifting content, like “America Together,” a program designed to feature inspiring stories, and its “Patriot Awards."