If you tune into the Fox News Channel for an hour, you will encounter a variety of commercials, from well-known pharmaceutical companies to major automotive brands. Recently, however, a new wave of advertising is making its mark on the network, spotlighting family-run businesses such as Anna Brakefield’s Red Land Cotton, where she and her father, Mark Yeager, proudly represent their American-made textile products amidst picturesque cotton fields.
“All our products are made right here in the U.S.A.,” states Yeager, donned in a farmer’s hat and a gray shirt. In parallel, Brakefield emphasizes in her ads that their journey begins “with a seed in the ground, a hope, and a prayer.”
Brakefield explains that prior to their collaboration with Fox News, the company primarily focused on digital marketing. “We built where we are with Google ads and Meta ads, typical for e-commerce growth,” she shares. However, her father, a devoted fan of Fox News, encouraged them to explore advertising opportunities on the network. They tested their commercials on Fox news in 2023, and “to my surprise, it was successful.” Now, Red Land Cotton maintains a consistent presence on programs like “Fox & Friends” and “America’s Newsroom,” along with segments on “The Five.”
“I saw you on TV,” has become a familiar phrase for Brakefield. She highlights that traditional TV recognition still resonates with viewers today. This has positioned her and her father as key players in the Fox News advertising sphere, standing shoulder to shoulder with major brands like Novo Nordisk and Lowe’s.
Recently, Fox has expanded its ad portfolio to include many companies that, in the past, may not have sought television commercials. Regular viewers of Fox News might now see commercials from diverse businesses such as Blue Compass R.V., Good Ranchers meat-delivery service, Boll & Branch luxury bedding, and Fire Department Coffee, which was founded by a former Navy veteran. These sponsors were often discovered by the Fox sales team through podcasts and social media, appealing to advertisers whose products align with the values of Fox’s audience, such as patriotic or faith-based themes.
According to Trey Gargano, executive vice president of ad sales at Fox News Media, commercials from smaller businesses currently comprise “one-third of our national business.” This strategy is not coincidental; since early 2024, Fox News has prioritized collaborating with independent companies promoting patriotic themes or other attributes that strongly connect with its core viewers. “Sometimes they are veteran-owned. Sometimes, a CEO we know aligns with our audience,” Gargano adds.
But Fox News isn’t the only network reaching out to smaller advertisers. Media conglomerates have increasingly sought “SMB” (small-and-medium-sized business) advertisers over recent years. NBCUniversal, for instance, reported a 30% increase in ad buys from SMB clients this past July. Hulu, recently acquired by Disney, introduced the “Hulu Ad Manager” in 2020, allowing advertisers to launch and manage campaigns with a minimum spend of $500. Paramount Global has even appointed a new senior vice president to handle its SMB advertising endeavors.
“SMB ads are crucial as TV publishers aim to maximize and diversify their advertising revenues,” explains Nikhil Lai, a principal analyst at Forrester, who closely monitors advertising trends. “SMB advertisers are saturating search and social media marketing, where they see diminishing returns, thus making the shift to TV.”
While the traditional advertising sectors face significant changes—including fluctuation in ad spending from major automotive companies post-pandemic and challenges faced by beverage brands responding to consumer demands for healthier options—emerging entrepreneurs capitalizing on digital platforms are thriving. Many of today’s digital-first companies could become tomorrow’s industry leaders, prompting major media companies to establish partnerships early.
Fox News is benefitting from a ratings increase during President Trump’s second term, but it still faces the same challenges that affect the broader media landscape. Kagan, a market research firm under S&P Global Intelligence, anticipates an overall advertising decline for Fox News in the coming two years, projecting ad spending to fall from $1.44 billion in 2024 to $1.36 billion by the end of 2026. However, Fox has noted growth in spending for 2025, especially as election years tend to attract broader viewership.
To better appeal to smaller advertisers, Fox News employs a personalized approach. Gargano notes that their sales executives often engage directly with small business founders to present advertising opportunities. “You are going to their house, or their ranch. They invite you in,” he explains, noting that many small business owners have little experience with television advertising.
For instance, the entrepreneurs behind Grill Rescue, whose innovative grill-cleaning tool utilizes steam instead of wire bristles, only recently started advertising on Fox News. They were previously focused on digital marketing but were inspired by mention during a “Fox & Friends” segment. Anthony Tranchida, one of the founders, shares how engaging with Fox News has led them to invest millions in advertising, while also considering opportunities on other networks.
Tranchida praised Fox’s efforts to connect him with other small advertisers, stating, “I asked them, ‘You’re asking me to put quite a bit of money into advertising on the network. I’ve never done this before. I want a little bit of reassurance.'” This level of support is rarely found elsewhere, making Fox a standout in the landscape of advertising.
Monitoring sales channels after airing ads is critical, says Tranchida, reflecting on feedback, “Whenever an ad runs, you can see what comes in within the next hour.” For Red Land Cotton, Brakefield noted that their visibility on television often fuels consumer interest, particularly through lifestyle segments on shows like “Fox & Friends.” However, qualifying for these segments hinges on maintaining solid relationships with the network, akin to major product placements for blue-chip sponsors. “The more segments you can hit, it’s definitely the way to go,” Tranchida emphasizes, but acknowledges, “I don’t think they just hand those things out.”
( Featured: Anna Brakefield, owner of Red Land Cotton, in a commercial aired on Fox News Channel. )
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