Look at an hour of Fox News Channel, and you will undoubtedly see the usual advertisements of pharmaceutical giants and car companies. Increasingly, you can also meet Anna Brakefield or her father, Mark Yeager, speaking of their family business arrived while standing in an honest cotton field.
“We are proud to say that 100% of our products are manufactured here in the United States,” explains Yeager, whose family has and operates red cotton, in one place, dressed in a farmer’s hat and a gray buttoned shirt. Brakefield tells viewers in a separate advertisement that the textiles of his family all start “with a seed in the ground, a hope and a prayer”.
Brakefield says that the company was used to reaching customers via digital media and, therefore, focuses on the search for online customers. “We have built where we are with Google Ads, Meta Ads – everything you generally think that an electronic business company would increase its advertising,” she said. But his father, a 60 -year -old farmer in northern Alabama, is “a religious observer from Fox News, and it is his idea of approaching Fox on an advertising opportunity”. The company tested advertisements on Fox News in 2023, it said: “And to my surprise, it succeeded.” Now Red Land Cotton is trying to maintain a regular presence on “Fox & Friends” and “America’s Newsroom”, as well as some advertisements on “The Five”.
“I saw you on television,” says Brakefield. “It’s always one thing for people.” Now, she and her father quickly become as important for Fox News as the pillars of Madison Avenue like Novo Nordisk and Lowe’s.
Fox has sold ads to an increasing number of companies which, in a previous time, may not have broadcast television advertisements. A regular Fox News spectator could have seen spots from Blue Compass RV; The delivery service of Good Ranchers meat; Boll luxury bedding & branch; Or Fire Department Coffee, which was founded by a former navy veteran with work experience as a firefighter and paramedical ambulance in Illinois. In some cases, Fox News sales staff found these sponsors by listening to podcasts and watching video media programs, looking for advertisers who could find the favor of Fox News viewers. Some could make all their property in America. Others may seek a denominational audience.
Advertisements for small businesses represent “a third of our national activities at the moment,” explains Trey Gargano, executive vice-president of Fox News Media announcements during a recent interview, and it is not something of the time. Fox News has since the beginning of 2024 for the priority of finding independent companies which often highlight patriotic themes or other elements that could call on its main viewers, then aligned them to sponsor its programs. “Sometimes they belong to veterans. Sometimes a CEO we know is similar and wants to reach the public on Fox News, ”adds Gargano.
Fox News is not the only television point by thinking small to become big. Several media giants are looking for so -called “SMB” advertisers – or “small businesses” – in recent years. Nbcuniversal said in July that it had seen a 30% increase in purchases of “SMB” customers. Hulu, which is now part of Disney in 2020, offered an “Hulu advertising manager” which would allow advertisers willing to spend at least $ 500 for streamer advertisements to launch, manage and follow advertisements. Paramount Global last year appointed a new senior vice-president to supervise all its efforts related to “SMB advertising”.
“SMB advertisements have become more important because television publishers are trying to maximize, diversify and increment their advertising performance,” explains Nikhil Lai, main analyst of Forrester who follows the advertising industry. “SMB advertisers are saturated with research and social, which have diminished yields. They must develop the acquisition without increasing acquisition costs, so that they turn to television.”
The television networks have continued what is in many cases improbable national television advertisers while many traditional categories of Madison Avenue are in the process of significant change. The advertising expenses of large automotive companies are evolving from the coronavirus pandemic, according to various advertising television executives, as manufacturers to which manufacturers have had supply chain problems, then the quantity of their ranges of products to be converted into electric vehicles. Drinking manufacturers are struggling with consumer desires for healthier dishes, and sales of beer and soda have reflected. And now, one of the strongest sources of television advertising expenditure, pharmaceutical marketing specialists, is concerned about the potential restrictions of the Trump administration which could potentially force them to disseminate longer to detail the potential side effects; The costs to do so could encourage them to pay more attention to how they use their advertising dollars.
At the same time, some of the marketing specialists who thrive are arrivals who cultivate crowds online. Today’s digital entrepreneur could be Wayfair or Warby Parker of tomorrow, and major media companies want to do partnerships now.
And while Fox News benefits from a notable increase in notes in the second term of President Trump, he is not immune to the challenges that all traditional media continue to face. Fox News Channel should see a drop in overall advertising over the next two years, according to Kagan estimates, a market research company that is part of S&P Global Intelligence. Advertising expenses at Fox News are considered approximately 5%, from $ 1.44 billion in 2024 to around $ 1.36 billion until the end of 2026. Advertisers tend to spend more strongly on Naked cable networks during an important electoral year, as 2024, when a wider set of viewers tends to look at.
Some of the smallest advertisers need a personal touch. In some cases, explains Gargano, the fox news sales leaders fade to go directly to the founder of a business. “You go to them or their ranch. They invite you, ”he says. “They ask a lot, and it is an education for them”, because generally, they have little experience in buying and broadcasting television ads.
Entrepreneurs behind Grill Rescue, a grill cleaning tool that is based on steam cleaning rather than wireless, has been advertising on Fox News Channel for a few weeks. They had largely stuck to digital advertising, but had become intrigued when the Boys McLemore, a father-and-end kitchen duo, were barbecus during a “Fox & Friends” segment and briefly mentioned their product. Anthony Pétchida, one of the founders, noticed.
“I always believed that the new age of advertising is online,” he says. After launching television advertisements on Father’s Day, he said: “We spend millions with Fox”, and could also consider other media.
He was impressed by the network’s desire to put it in contact with other small advertisers who bought commercial stocks. “I asked them:” You ask me to put some money in advertising on the network. I have never done this before. I want a little reassuring, ”recalls Pétchida, who sometimes appears in the announcements of her business. “Everyone is like,” No, we don’t do that. Fox has been responsible for finding someone. »»
He emphasizes a lot on monitoring the company’s sales channels after a television announcement. “You can see fairly clearly if things come in,” he says, “whenever an ad works, what happens in the next hour?”
Many advertisements arouse recognition, explains the brake field of Red Land Cotton, but what really arouses consumers are the occasional appearances that executives can make during shows like “Fox & Friends” in lifestyle segments. Of course, such cameras probably depend on having a solid relationship with the network – as well as for a product placement created for a large first -rate sponsor. “The more segments you can hit, this is certainly the way to follow,” explains Tentchida. But “I don’t think they just put these things back.”
(Above, illustrated: Anna Brakefield, owner, Red Land Cotton, in an advertisement that was broadcast on Fox News Channel))
