Fox News Launches Campaign to Woo Morning Viewers

Fox News hopes to shake up some TV viewers’ morning routines.

The 21st Century Fox-owned cable-news network is trying to draw viewers to its “Fox & Friends” and mid-morning “America’s Newsroom” with a new ad and promo campaign – as some rival broadcast morning programs deal with issues of their own.

In a series of print ads and video promos that kicked off Monday, Fox News Channel tells viewers that “We Own Mornings,” and touts both A.M. entries. The cable-news network is running TV ads on some local stations affiliated with NBC and CBS, as well as on its own air and print ads in the New York Post (owned by its sister corporation, News Corp.) “Only one network owns the mornings,” says an announcer in the video ads, followed by “Fox & Friends” co-host Brian Kilmeade saying to Ainsley Earhardt and Steve Doocy, “This is something all America should see.”

The effort comes as two broadcast networks, CBS and NBC, are working their way through the aftermath of surprising departures by two of the daypart’s best-known anchors. Charlie Rose and Matt Lauer were fired by CBS and NBC, respectively, in recent weeks owing to allegations of inappropriate sexual behavior in the workplace.  Neither network has announced a replacement for either and both are believed to be considering various internal candidates at present. The Fox News ads do not mention any of the rivals to their programs.

“Fox & Friends” is having a record-setting year in terms of ratings. President Donald Trump has given several interviews to the program since being elected and often cites it on Twitter. Year to date through December 6, “Fox & Friends” has captured an average of 367,000 people between 25 and 54 – the demographic most favored by news-program advertisers – a 32% jump over the year-earlier period. The show has attracted an average of 1.6 million viewers, a 25% gain over the year-earlier period, according to Nielsen. More people in both categories watch the show than its two main cable rivals, MSNBC’s “Morning Joe” and CNN’s “New Day.” “America’s Newsroom” has seen similar surges in the two categories and also beats its two cable rivals.

And yet,  the broadcast shows get bigger audiences to tune in. ABC, NBC and CBS continue to command the biggest audiences at wake-up time. “GMA” and “Today” each woo more than 4 million people on average, while “CBS This Morning” gets more than 3.5 million. Fox no doubt senses an opportunity to shake loose some viewers who may be undecided while two broadcast programs are in transition.

All three main A.M. cable programs have seen surges among viewers between 25 and 54, owing in part to their deeper dive into political news. The three broadcast programs tend top cast a wider net among general audiences.


More TV

  • Shannen Doherty'Jennie Garth: A Little Bit

    Shannen Doherty Joins 'Riverdale' Season 4 in Luke Perry Tribute

    “Riverdale” is planning to make a special tribute to Luke Perry. The show’s executive producer Roberto Aguirre-Sacasa announced at Comic-Con that Shannen Doherty, Perry’s longtime friend and “Beverly Hills 90210” co-star, will guest star in the season 4 premiere. The tribute episode will “reflect Perry’s enduring legacy and the indelible imprint his character” Fred Andrews [...]

  • Supernatural CW

    'Supernatural' Team Gets Emotional Final Season Sendoff at Comic-Con

    The cast and creative team of “Supernatural” bid a fond farewell to the attendees of San Diego Comic-Con on Sunday. At the show’s final panel in the gargantuan Hall H, the team thanked the fans for all of their support over the years as the series prepares to enter its final season. “I’m trying not [...]

  • Alicia Rodis photographed by Alicia Rodis

    SAG-AFTRA Moves to Standardize Guidelines for Intimacy Coordinators

    SAG-AFTRA is moving to standardize guidelines for intimacy coordinators as part of an effort to establish policies for union members when their work involves nudity and simulated sex. “Our goal is to normalize and promote the use of intimacy coordinators within our industry,” said SAG-AFTRA president Gabrielle Carteris. “Intimacy coordinators provide an important safety net for [...]

  • SDCC TV News Roundup: Syfy Releases

    SDCC TV News Roundup: Syfy Releases 'The Magicians' Season 5 Clip (Watch)

    In today’s SDCC TV news roundup, Syfy shares a clip from “The Magicians” Season 5, and Amazon sets the Season 4 premiere of “The Expanse.” CASTING Julie Gonzalo and Staz Nair have joined the cast of “Supergirl” for its upcoming fifth season. Gonzalo will portray iconic DC character Andrea Rojas aka Acrata, a polished businesswoman [...]

  • Doom Patrol -- Ep. 101 --

    'Doom Patrol' Renewed, Season 2 to Stream on DC Universe and HBO Max

    “Doom Patrol” has been renewed for a second season and will soon be available outside of DC Universe. At San Diego Comic-Con, series executive producer Jeremy Carver and star Diane Guerrero announced not only that the show will be back for another season but also that it will be available on HBO Max, the upcoming [...]

  • Teyonah Parris

    Teyonah Parris Cast in 'WandaVision' at Disney Plus

    “Mad Men” and “If Beale Street Could Talk” actress Teyonah Parris has been cast in Disney Plus’ “Wanda Vision” series. She will play an adult version of Monica Rambeau, a child character introduced in the film “Captain Marvel.” The announcement was made at Marvel’s Comic-Con presentation. The forthcoming Disney+ series about Wanda Maximoff/Scarlet Witch (Elizabeth [...]

  • Zachary Quinto as Charlie Manx - NOS4A2

    'NOS4A2' Renewed for Season 2 at AMC

    AMC has renewed “NOS4A2” for a second season. The news was announced during the show’s panel at San Diego Comic-Con and ahead of the Season 1 finale. Season 2 will consist of 10 episodes and is slated to air in 2020. The series, which is based on the 2013 Joe Hill novel of the same [...]

More From Our Brands

Access exclusive content