Gucci Ads on Fox News? Large brands embrace the conservative media

Yes, it’s a Gucci advertisement on Fox News. Conservative media have a moment – and advertisers are there for this.

Points of sale, notably Fox News, Daily Wire, the National Review, and the right-wing video platform Rumble, said in the interviews with Business Insider and on recent calls which, from the elections, had seen a significant increase in first-rate advertisers, that is to say return or signature agreements for the first time.

It is a passage of the brand’s boycotts that occurred during the first term of President Donald Trump when advertisers avoided “Tucker Carlson Tonight” about the brand’s security problems.

A Fox spokesman said Fox News had called 125 new advertisers since the elections.

According to the ISPOT TV measurement company. Television, new first -rate advertisers appearing on national Fox News linear shows since the elections include Gucci, Busch Beer and Netflix. The new advertisers of this analysis were characterized as not having announced the chain since 2022. These brands did not respond to requests for comments.

What motivates the new behavior? The initiates of the industry say to Bi that some advertisers are increasingly suspicious of reporting a political allegiance on each side of the aisle and adjusting their media budgets to cover the two bases. Earlier this year, the Harris survey found that 45% of Democrats and 34% of Republicans would stop buying businesses whose political opinions did not agree.

The new flow of advertising dollars suggests that some marketing specialists now consider to avoid conservative platforms as a risk for their brands. The change comes while companies through American companies, from Disney to Meta, have revised their Dei programs and changed other policies since Trump’s electoral victory.

“In the end, large companies are rational, and they will seek to invest in advertising wherever their target audience will be and, provided that these environments are not toxic or harmful, then you are happy to put your advertisements there,” said Sam Tomlinson, customer director of media marketing consultation.

Fox News takes a victory tour

Jeff Collins, the chief of advertising, marketing and Fox Corporation brand, told BI that, even if Fox News had experienced gradual growth of advertisers in recent years, which had become a “fairly dramatic” increase in the last two quarters.

The chain also exceeds audience files: Nielsen Media Research said that Fox News marked its most watched February when the day’s total viewing in the history of the network, up 50% in annual sliding at 2 million. The competitors MSNBC and CNN were down on the same measure from one year to the next.

“There is this virtuous circle where the best journalists who want to reach the most general public arrive in Fox, which offers Fox the best interviews, increases our audience even more, which attracts more journalists and feeds the request for announcements,” said Collins.

Pharmaceutical and medical companies are the largest category of advertisers on Fox News, representing approximately one fifth (20.7%) of expenses on his linear television channel since Trump took up his duties in January, according to ISPOT.TV. This corresponds to the wider trend. Industry analyst Brian Wieser, director of Madison and Wall, told BI that pharmaceutical advertisements tended to represent 20% of all expenses on cable information chains.

Daily life and national examination see an increased request for advertisers

Advertisers also look at the Fox News juggernaut.

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The Daily Wire recently declared that it had signed an annual agreement with the company Ai Perplexity, which will appear in the podcast “Ben Shapiro Show”.

“The demand for our inventory has increased up the heights of all time, fed by our direct response partners and an influx of brand advertisers now targeting news and political content, with our conservative demography now in mind,” said Christine Hoffmann, vice-president of advertising income at Daily Wire, in a press release.

Despite promising advertising trends, the daily wire was not immune to wider pressure from the media market. The point of sale dismissed certain staff members on Friday, confirmed a spokesperson. The reduction was part of the company’s plans to “better align resources with commercial priorities and growth areas,” the spokesman said in a statement.

Chuck Defeo, CEO of the National Review, told BI that his magazine new preservatives had received an increase in requests for proposals and insertion orders since the election. According to its 2024 media kit, the National Review website reaches around 10 million monthly users.

“I think it is a different moment with regard to the political environment and recognition, there have always been a large number of Americans who are conservative,” Defeo said in an interview last month.

“Since 2017, you have seen examples of brands that have joined too far left and that have cost them customers,” added Defeo, pointing light in light as the most famous example. The beer brand faced a consumer reaction after establishing a partnership with a transgender influencer for a promotion of social media.

A post-Garm bump for Rumble?

The CEO of Rumble, Chris Pavlovski, said last year that the video platform had benefited from the closure of the security initiative of the advertising industry, the Global Alliance of Responsible Media.

Garm, as it was called, dissolved after X and Rumble of Elon Musk filed antitrust against her and several advertisers, accusing them of participating in an illegal agreement to retain the advertising dollars of their platforms. The World Federation of Advertisers, the Parental Organization of Garm, said that it had made the decision to close Garm because it had limited resources. He fights the cases and said he was convinced that this “will demonstrate our complete membership in the competition rules in all our activities”. Both cases are underway.

“Immediately after we saw Garm Disbander, Rumble won his first advertising partnership of a major brand,” said Pavlovski when the company’s results last year, without naming the advertiser.

Garm was an initiative based in the United States designed to create common frames and language for brands, agencies and platforms to classify harmful or sensitive content such as the word of hatred, pornography and disinformation.

This month during the last call for Rumble’s profits, Pavlovski said that the strong position of the Trump administration on freedom of expression put Rumble in good position. Rumble, which describes its products as “out of the cancellation of culture”, intends to target brands more aggressively in response to the evolution of the environment, said Pavlovski. The company said it expected to display a 25% annual sliding income growth in the first quarter. In addition to advertising, Rumble won money thanks to subscriptions, at the costs billed on users to switch creators, licenses and platform accommodation.

“We are entering a new era for Rumble, the one where the opposite winds of artificial advertising have the potential to turn into real tail winds,” said Pavlovski.

Prospects also seem to look at Xon Musk. A recent forecast by Emarketer predicted that X’s advertising revenues would increase this year, although added that some of the increased expenses were motivated by the “fear” of potential musk reprisals and, for this reason, may not be sustainable.

Bi recently reported that managers and consultants from the advertising agency advised its customers to pay customers to pay what one might call a Elon tax: Buy announcements on X to avoid legal and political problems.