Fox News prepares to woo advertisers as the network grapples with multiple scandals



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On Wednesday, Network Sales Managers are holding a big event for advertisers to promote Fox's new brand. Broadcasts like "Special Report" and "Shepard Smith Reporting" will be in the foreground.

But the headlines on Carlson and Pirro's offensive statements undermine Fox's selling points. Advertisers, in general, do not want to be on the verge of controversy.

Ad buyers may not be able to avoid it on Wednesday. Liberal groups are planning a protest outside the Fox News headquarters in New York to coincide with the sale.

Pirro's injury was completely self-inflicted – his attack on the representative Ilhan Omar was scripted and read aloud on Saturday's show. Fox's reprimand for his comments followed Sunday night. Pirro did not apologize.

The Carlson controversy was sparked by Media Matters for America, a progressive media organization that campaigns daily against Fox. On Sunday night, the band released the first batch of audio clips of Carlson's past appearances in "Bubba the Love Sponge Show." Carlson could be heard making many misogynistic and raw comments.

The band released the second batch Monday night – exactly the same time Carlson defended himself on Fox.

The clips go from 2006 to 2011. But Media Matters drew attention to the story of Carlson's offensive comments, especially on Wednesday's commercial.

According to a recent report by Brian Steinberg of Variety, the event aims to lobby "against the idea that the network is reserved for conservatives".

Fox has a financial incentive to adapt its perception to the advertising market. His three primetime television shows, which are largely driven by opinion and experts, have been targeted by liberal boycott and announcement efforts over the past year. Carlson and other conservative commentators Sean Hannity and Laura Ingraham have all spoken out against efforts.

Tucker Carlson challenges the scandal of audio clips:

So Fox sells his newscasts instead, reminding advertisers that he has plenty of other spots to place ads. "Shepard Smith Reporting" and "Special Report" are the day and evening news programs for Fox News, respectively. (The controversial opinions show, however, are much better rated.)

New Yorkers have already seen signs of this new marketing campaign. The Fox commercials on the sides of the buses say, in capital letters, "AMERICA IS WATCHING".

Wednesday's event at Fox's headquarters is also part of the campaign. Media Matters obviously wants participants to walk in front of an ocean of protesters. So she organizes Wednesday's event and associates with other progressive groups to get the message across. For example, the podcast "Pod Save America" ​​was promoting it during the Monday episode.

"They are having a protest outside Fox News headquarters at 11 am on Wednesday in New York," said co-host Tommy Vietor. "So, if you want to send a message and want people to be interested, let advertisers know."

The Carlson show had a particularly light advertising load on Monday night, which indicated a lack of volunteer sponsors. Instead of major brand advertisers, there were mainly direct response ads and promotions for other Fox shows.

Several companies have announced that they are canceling or re-evaluating their ad placements on Carlson and Pirro issues.

Sheex, which makes bedding and nightwear, told The Hollywood Reporter that it was ceasing to run commercials in the Carlson show "due to inappropriate statements by Tucker Carlson recently revealed."

And NerdWallet told THR that, following the Pirro controversy, "we are no longer advertising for this show and we have not planned to do so in the future".

In his defense, Fox often quotes his cable press ratings. That's what the veteran Fox analyst, Brit Hume, did Monday night when he was tweeted Friday, where Carlson ranked first among all viewers – and said that "good revenge is the best revenge".

CNN analyst Joe Lockhart responded to Hume, expressing regret that "bigotry and misogyny are selling so well".

"It's a blot on our country," Lockhart wrote. "The notes do not outweigh the values ​​and I know you know it."

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