Fox Pitches Marketers on Its Wonderful World Without Paywalls

Fox doesn’t have a subscription video service unlike most of its rivals—and it’s using that to its advantage. Executives spent much of Monday afternoon’s upfront presentation showing advertisers the benefit of working with a company that is entirely ad-supported, both through the broadcast network and its AVOD streamer, Tubi. Monday’s event was the company's third formal presentation to advertisers in the past week, following last week’s Fox News and Fox Sports events. In the first day of a busy upfronts season, Fox CEO Charlie Collier took the stage to highlight Fox’s broadcast strength as the No. 1 network in the adults 18-49 demo for the second year in a row. “We're focused, we believe in broadcast and advertising,” said Collier. “And instead of being all things to all people, Fox is doing fewer things, and doing them better. Fox chose to be nimble, Fox chose to be 100% advertiser supported, but chose to build things differently. And we've only just begun.” Collier—who had previewed the company's all-in-on-ad-supported upfront strategy with Adweek in this week’s issue—told viewers that Fox reaches 50 million viewers a week and more than 10 million a night, roughly two and a half times more than top SVOD platforms in the marketplace. All advertising, all the time “At Fox, advertising isn't just part of the story. It is the story,” said Collier. “From ad innovations to creative partnerships, Fox is the only network-centered entertainment company that is 100% ad-supported. And whether on broadcast or streaming, we're committed to producing content for you that is never locked behind a paywall.” Fox kept the gag running throughout the event, pausing with spoof “ad breaks” that highlighted Fox’s ad offerings or took punches at streaming services behind a paywall that keep advertisers at bay. One of the faux spots took aim at “Max+ Syndrome,” which it called “a condition plaguing many ad buyers today.” Both Collier and Fox ad sales chief Marianne Gambelli also pitched Tubi to marketers. “Using its data-driven technology and proprietary content intelligence, we can exponentially increase the opportunities to reach your target viewers,” said Collier. “Together, Fox plus Tubi broadens broadcast and extends reach for you and your clients. Fox is bringing you in, not cutting you out.” “Gone are the days of simply selling impressions,” said Gambelli. “Fox gives you unrivaled access to our content and our viewers. Unlike others who put their content behind a paywall, we built our entire business around your business. … And Fox is the only major media company that can say, 'We are 100% ad-supported.'” The presentation highlighted Fox's new programming slate—announced this afternoon—across both genres and schedule, focusing on launching new series based on existing franchises and the strength of its Thursday NFL slate. Fox’s Fall Schedule Leans Into Strength of Existing Franchises Star-studded lineup Fox brought in a load of talent, both virtual and in-person, to help promote its upcoming programming line-up. Angela Bassett and Rob Lowe spotlighted the upcoming seasons of 9-1-1 and 9-1-1: Lone Star, the franchise that anchors Monday nights and delivers 14 million viewers on a weekly basis. 9-1-1 will be used to launch the new drama The Big Leap on Monday nights, which builds on the legacy of music-inspired series at Fox. “Everyone on our team feels like they did when Fox launched Glee," said Collier. "They're really excited.” Ken Jeong highlighted The Masked Singer, and Gordon Ramsay announced his new unscripted series Next Level Chef. Country group Little Big Town boosted the announcement of the midseason drama series Monarch, debuting after the NFC Championship game. Mayim Bialik helped Collier announce the midseason comedy slate, which includes her show Call Me Kat, returning for Season 2, and freshman comedies Pivoting and Welcome to Flatch. “Everything we've shared with you today is being added to the foundation we began to build in 2019,” said Collier. “I'm confident that Fox has put together a powerful lineup for you and your clients. And with Tubi by our side, we've expanded broadcast going both broad and deep. Fox is focused on making sure you, our partners, win in a fully ad-supported environment.”