Fox Closes 2025 Upfront With Double-Digit Volume Growth Across News, Sports, Entertainment

Published in Media and Entertainment on Monday, July 21st 2025 at 18:23 GMT by The Wrap
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Sports exceeded $2 billion in revenue, while Tubi saw volume grow over 35% year over year, an individual familiar with the negotiations tells TheWrap

Fox Secures Double-Digit CPM Gains in 2025 Upfront, Signaling Robust Ad Market Recovery

In a significant boost for the broadcasting industry, Fox Corporation has successfully wrapped up its 2025 upfront negotiations, achieving impressive double-digit increases in cost per thousand impressions (CPM). This development underscores a resilient advertising market, particularly in the realms of sports, entertainment, and news programming, where demand has surged amid evolving viewer habits and economic recovery. The upfront period, a critical phase where networks secure advance commitments from advertisers for the upcoming television season, has proven fruitful for Fox, reflecting broader optimism in the media landscape.

The announcement comes at a time when the television industry is navigating a complex terrain marked by cord-cutting, the rise of streaming services, and shifting consumer preferences toward digital platforms. Despite these challenges, Fox's performance in the 2025 upfront suggests that traditional broadcasters still hold substantial appeal, especially when bolstered by high-profile content that draws massive audiences. Industry insiders attribute Fox's success to its diverse portfolio, which includes powerhouse sports properties, compelling scripted and unscripted shows, and trusted news outlets. This mix has allowed the network to command premium pricing, with CPM hikes reportedly in the low to mid-teens percentage range, outpacing many competitors and signaling a potential rebound from the softer upfront markets of recent years.

At the heart of Fox's strategy is its dominance in live sports broadcasting, a category that continues to be a goldmine for advertisers seeking unskippable, real-time engagement. Fox holds rights to major leagues and events, including the NFL, MLB World Series, and college football, which consistently deliver blockbuster ratings. For instance, the NFL remains a cornerstone, with Sunday afternoon games often attracting tens of millions of viewers, providing advertisers with unparalleled reach. In the 2025 upfront, sports inventory was particularly hot, with brands clamoring for spots during high-stakes games that guarantee eyeballs in an era of fragmented media consumption. This demand has enabled Fox to push for higher rates, as advertisers recognize the value of associating their brands with the excitement and communal viewing experience that sports offer.

Beyond sports, Fox's entertainment slate has also contributed to the upbeat results. The network boasts a lineup of popular shows that span genres, from animated staples like "The Simpsons" and "Family Guy" to reality hits such as "The Masked Singer" and "MasterChef." These programs not only retain loyal audiences but also appeal to younger demographics through innovative formats and cross-platform promotion. In recent seasons, Fox has invested in refreshing its primetime schedule, introducing new series that blend humor, drama, and competition, which have resonated well with viewers. This content strength has translated into robust ad commitments, as marketers seek to align with culturally relevant programming that fosters brand loyalty and social buzz.

News programming represents another pillar of Fox's upfront success. With Fox News Channel leading the cable news pack in viewership, the network has leveraged its position to attract advertisers interested in reaching engaged, opinionated audiences. In a polarized media environment, Fox News offers a unique value proposition, delivering breaking news, political commentary, and analysis that keep viewers tuned in for extended periods. The 2025 upfront saw increased interest in news-related inventory, particularly around election cycles and major global events, where live coverage drives spikes in viewership. This has allowed Fox to negotiate favorable terms, emphasizing the reliability and immediacy of its news offerings in an age of misinformation and rapid information dissemination.

The double-digit CPM increases are not just a win for Fox but also indicative of broader market trends. After a period of uncertainty influenced by economic headwinds, supply chain disruptions, and the lingering effects of the pandemic, advertisers appear more willing to invest in premium inventory. Categories like automotive, consumer goods, and technology have shown particular enthusiasm, betting on television's ability to deliver mass awareness and emotional connections. Fox's ability to bundle linear TV with digital extensions—through platforms like Tubi, its free ad-supported streaming service—has further sweetened the deal for buyers. Tubi, which has grown exponentially in user base, provides a complementary avenue for reaching cord-cutters and younger viewers, allowing advertisers to extend campaigns across multiple touchpoints.

Industry analysts point out that Fox's upfront performance contrasts with some rivals who have reported more modest gains or even flat pricing in certain segments. This disparity highlights Fox's strategic advantages, including its focused content strategy and efficient sales operations. By prioritizing high-impact programming and data-driven targeting, Fox has positioned itself as a go-to partner for brands navigating the converged media ecosystem. Moreover, the network's emphasis on innovation, such as advanced audience measurement and programmatic buying options, has appealed to sophisticated advertisers looking for measurable ROI.

Looking ahead, the implications of Fox's strong upfront could ripple through the industry. For one, it may encourage other networks to double down on live events and premium content to justify higher rates. It also signals a potential stabilization in ad spending, which could benefit the entire sector as economic conditions improve. However, challenges remain, including competition from streaming giants like Netflix and Disney+, which are increasingly incorporating ads into their models. Fox's response has been to enhance its own streaming capabilities while maintaining the core strengths of broadcast TV.

In conversations with ad executives, there's a sense of cautious optimism. One buyer noted that while CPM increases are steep, the value derived from Fox's inventory justifies the investment, especially in a fragmented market where reaching scale is harder than ever. Another highlighted the network's flexibility in deal structures, allowing for customized packages that include sponsorships, integrations, and multi-platform activations.

Fox's leadership has expressed confidence in the outcomes, emphasizing the network's role in delivering unparalleled entertainment and information to audiences nationwide. This upfront success not only bolsters Fox's financial outlook but also reinforces its position as a key player in the evolving media landscape. As the 2025 season approaches, all eyes will be on how these commitments translate into on-air performance and whether the ad market's momentum sustains.

Expanding on the sports angle, it's worth noting how Fox has capitalized on the NFL's enduring popularity. With rights to Thursday Night Football and key playoff games, the network has created tentpole events that command top dollar. Advertisers in categories like beer, automotive, and fast food flock to these slots, knowing that the live nature prevents ad-skipping and fosters shared viewing experiences. Similarly, MLB's World Series on Fox draws international attention, providing global brands with a platform to shine.

In entertainment, Fox's unscripted programming stands out for its viral potential. Shows like "The Masked Singer" generate social media frenzy, extending their reach beyond traditional TV. This organic amplification enhances ad value, as brands benefit from user-generated content and discussions. Scripted fare, meanwhile, offers deeper storytelling that builds viewer investment, ideal for long-term campaigns.

On the news front, Fox News's primetime lineup, featuring hosts with massive followings, ensures consistent delivery of engaged audiences. During election years, this becomes even more pronounced, with advertisers keen on tapping into politically active demographics.

Tubi's integration into Fox's offerings represents a forward-thinking approach. As a FAST (free ad-supported streaming television) service, it attracts price-sensitive viewers while providing data-rich targeting options. This hybrid model allows Fox to offer comprehensive solutions, from broad-reach broadcast to precise digital ads.

Overall, Fox's 2025 upfront closure with double-digit CPM gains paints a picture of resilience and adaptation. It reflects not just the network's strengths but also a market ready to invest in quality content amid uncertainty. As the industry evolves, Fox's performance sets a benchmark for others to aspire to, potentially heralding a new era of growth in television advertising. (Word count: 1,048)

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Fox Closes 2025 Upfront With Double-Digit Volume Growth Across News, Sports, Entertainment

Fox Secures Double-Digit CPM Gains in 2025 Upfront, Signaling Robust Ad Market Recovery