Fox News, known for opinion shows, keeps a closer eye on the headlines
Bret Baier has popped up in recent days in places where Fox News viewers might not expect him.
Yes, that was Baier and co-host Martha MacCallum presenting President Joe Biden’s Oval Office speech last Wednesday evening, in which he provided a news analysis of his decision to resign after his current term before ceding the screen to the longtime opinion host from 8 p.m., Jesse Watters. And Baier and MacCallum greeted Fox News’ primetime audience every night at 10 p.m. during the week of the Republican National Convention. The usual host at that hour, Greg Gutfeld, instead moderated a live version of his comedy roundtable program at 11 p.m.
Fox News Channel may be better known for the right-wing opinion shows that fill its primetime grid, but at least it’s getting a big audience for more of its news content this July. The Fox Corp. backed outlet has gained more viewers than rivals CNN or MSNBC during its coverage of the RNC, as well as during coverage of Biden’s July 21 bombing that he would leave office and the handling of the recent assassination attempt on former President Donald Trump.
Fox News Channel saw its total daily viewership increase 120% in July among viewers ages 25 to 54 — the most coveted demographic by advertisers — to an average of 268,000. CNN’s viewership in the same category rose 42% to 111,000, while MSNBC’s grew 9% to 82,000. The network is seeing increases overall in daily viewers compared to its July performance during previous election cycles in 2020 and 2016, while CNN and MSNBC’s overall audiences are down in the same category.
“We were able to turn on a dime and show up within seconds of something happening,” Baier said during an interview. “When we press this button, the machine starts working, and I think it’s starting to be recognized beyond our traditional viewership.”
The results will likely strengthen one of Fox’s ongoing pitches to Madison Avenue
It’s natural to focus more on news in a month of major events, but in the past, much of that audience has leaned toward CNN. And while Fox News has done presidential speeches before and given Baier and MacCallum primetime spots for election night and other occasions, it feels like the network is eyeing the headline-making opportunity more broadly.
An example? Fox News has tapped “Fox News Sunday” host Shannon Bream to host Trump’s rally in western Pennsylvania on July 13, believing he might announce his vice presidential pick. Bream was ready, says Jay Wallace, president and editor-in-chief of Fox News Media, “knowing we didn’t have a VP nominee at the time, even though Trump made it seem like he wouldn’t do anything at that event.” ”
Fox News has also proven willing to turn its opinion programming into news events, such as a debate Sean Hannity held earlier this year between California Governor Gavin Newsom and Florida Governor Ron DeSantis. When it has surrendered its schedule to coverage that doesn’t normally appear — including Biden’s recent NATO press conference — “time and time again, viewers have come to us more than anyone else,” Wallace says.
Fox News may have a new reason to, as Wallace says, “be where the audience is.” Like its rivals, the network is struggling with the continued migration of cable and satellite subscribers to streaming services. Even as Fox News sees a spike in viewers, its subscriber base is expected to decline by about four million, or 5.8%, by 2024, according to Kagan, a market research firm part of S&P Global Intelligence. The number of subscribers is forecast to drop to about 64.6 million by the end of this year, compared to 60.6 million in 2023. Kagan expects the number of CNN subscribers to fall by about 4 million, or 5.7%, to 66.3 million. According to Kagan, MSNBC’s subscriber base is expected to drop by about 4 million, or 5.8%, to 64.5 million. Fox will likely have a greater appetite for news reporting in the near future, Wallace says. “The elections will of course create many opportunities, I am sure.
