Fox News Makes Bold Move to Challenge Broadcast Networks—A $700 Million Strategy to Capture Prime-Time Advertising

In an audacious and high-stakes move, Fox News is launching a full-scale campaign to challenge the long-dominant broadcast networks—CBS, ABC, and NBC—for their lucrative advertising revenue. Known for its massive success in the cable news landscape, Fox News now aims to broaden its scope and reposition itself not just as a leader in news, but as a major player across the entire television industry. This unexpected pivot has industry insiders buzzing, with many calling it one of the boldest moves in media history.

Fox’s Ambitious Bid: Aiming for Broadcast Dominance

Fox News has long been the king of cable news ratings, but it has now set its sights on the advertising juggernaut that the Big Three—CBS, ABC, and NBC—have enjoyed for decades. With the streaming era reshaping the way viewers consume content, Fox News is betting that its massive, live audiences—attracting viewers to watch the news as it airs—can deliver the kind of prime-time ad revenue once guaranteed to traditional networks.

Sales executives from Fox News have been making the case to top media-buying agencies that in the new age of digital and on-demand streaming, Fox News offers advertisers something the streaming services and traditional broadcasters no longer do: live audiences. According to Trey Gargano, Fox News’ executive vice president of advertising sales, “Fox News offers the same scale, the same reach, and high duplication of their audience—but at rates that are cheaper than broadcast prime.”

This sales pitch has been framed around the idea that Fox News can deliver the mass appeal and ratings typically reserved for broadcast networks. Gargano elaborates, “There’s nothing else like it in the marketplace.” It’s clear Fox News wants to push boundaries, offering a new option for advertisers looking to invest in live, high-engagement programming.

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The Shift in Advertising Landscape: Embracing Live News

The shift comes at a critical time. In recent years, advertisers have been increasingly hesitant to invest in traditional news programming due to concerns over the polarized nature of content. Many major advertisers have pulled back from news programming altogether, wary of the potential backlash from audiences who may find certain political content off-putting. Historically, the news sector relied on advertisers from pharmaceutical companies, auto manufacturers, and financial services. But, as Suzanne Irving, president of integrated investment and client solutions at media-buying agency OMD, points out, news is seeing renewed interest from brands that had once stayed away.

“This is a more nuanced approach now,” Irving says. “In the past, it was a hard line—stay away from news—but now, brands are considering it more carefully.” For Fox News, this renewed interest is an opportunity to capitalize on the unique appeal of live news programming—something that’s especially important in an age where so many viewers turn to streaming services for on-demand content.

Fox News, unlike its competitors, thrives in the live news market. As a result, it has positioned itself as a viable option for marketers looking to capture viewers’ attention in real-time, with a demographic that is actively engaged and paying attention.

Fox News’ Growing Influence: Ratings and Revenue Surge

The aggressive move by Fox News is supported by data showing a surge in audience numbers. After the 2024 presidential election, Fox News experienced a historic spike in viewership. Total day audiences grew by 48% in the first three months of 2025, according to Nielsen, with viewers aged 25 to 54—an important demographic for advertisers—rising by 58%. This increase in ratings directly translates to higher ad revenue, and Fox is already reaping the benefits of its increased influence.

In contrast, its competitors in cable news, CNN and MSNBC, are struggling to keep pace. CNN’s ad sales are expected to fall to $587.2 million in 2025, compared to $663.4 million in 2024, while MSNBC’s ad sales are forecasted to decline to $699.2 million from $752.4 million in the prior year. Fox News, however, is projected to earn $1.19 billion in advertising in 2025, showing an impressive resilience and dominance in the cable news market.

The surge in viewership following the 2024 elections has proven to be a critical moment for Fox News. Their extensive reach and the increasing relevance of live news have allowed them to not only maintain their audience but expand it—putting them in prime position to take on the Big Three broadcasters.

Greg Gutfeld and the Battle for Late-Night Viewership

Fox News has already begun making waves outside of the traditional cable news landscape. In a bold move, the network has positioned Greg Gutfeld’s late-night show in direct competition with the likes of Jimmy Fallon, Jimmy Kimmel, and Stephen Colbert. Gutfeld’s show, which airs at 10 p.m., has grown rapidly in popularity, attracting viewers who want a different take on late-night programming—one that focuses on news, politics, and comedy, rather than traditional celebrity interviews.

This move to position Gutfeld! against established late-night hosts is part of a broader strategy to capture key demographic segments that might otherwise be tuning into scripted programming or entertainment-based late-night shows. Fox News isn’t just competing for political viewers; it’s also targeting the younger, more diverse demographic who crave news commentary with a comedic twist.

Fox News as the “Fifth Broadcast Network”

In a recent address to investors, Fox Corp. CEO Lachlan Murdoch boldly declared Fox News to be the “fifth broadcast network.” This statement underscores the network’s growing ambition to be seen not just as a cable news leader but as a player in the broader TV landscape. Fox News executives have compared their prime-time shows to the juggernauts of broadcast television, including American Idol and Survivor on ABC and CBS, respectively.

Fox News’ strategy focuses on a broader array of programming, not just its highly rated prime-time opinion shows. The network is increasingly emphasizing its entire schedule, positioning shows like The Five, America’s Newsroom, and Special Report as key players in the fight for audience attention.

Gargano notes, “We are not just selling prime. We are selling our network as prime ratings for the majority of the day.” This focus on maximizing revenue throughout the entire day, and not just during peak hours, reflects Fox News’ commitment to becoming a multifaceted powerhouse in media.

Fox News’ Push for Live Engagement

While Fox News has always dominated the cable news world, this new strategy shows how the network is adapting to the changing media landscape. The company has shifted its focus from scripted programming to live content, recognizing that viewers crave the immediate engagement that comes with news, especially in today’s fast-paced, information-driven world.

By emphasizing live news, Fox News is positioning itself as the antidote to the on-demand, binge-watching habits that have made traditional cable programming less relevant. In the process, it’s providing an alternative for advertisers who want to reach audiences that are engaged and present—watching content as it airs.

The Future: What’s Next for Fox News?

With its push into prime-time advertising and its ongoing expansion into new areas of television programming, Fox News is clearly setting itself up for long-term growth. Whether or not its new strategy ultimately reshapes the broadcast landscape remains to be seen, but one thing is clear: Fox News is no longer content with just being a leader in cable news.

As it looks to expand its footprint and challenge the dominance of traditional broadcasters, Fox News is betting on live, unfiltered commentary to attract audiences. With new stars like Greg Gutfeld leading the charge in late-night programming and the network’s continued success in the news sector, Fox News is positioning itself to be the top destination for advertisers looking to capture America’s attention in real-time.

Whether Fox News can topple the Big Three networks or simply carve out a new niche remains to be seen—but the aggressive move is clear: the media game is changing, and Fox News intends to be at the forefront.