Big brands are flooding back to Fox News, fueling a sharp climb in parent Fox Corp.’s stock that rewards years of wagering on live cable news and sports amid a fragmented media environment. Ace Hardware, Unilever, MSC Cruises and Lavazza resumed national spots on the network in 2025 after multi-year absences, per ad tracker The Wall Street Journal. Fox Corp. shares have surged 43% over the past year, hitting all-time highs, as cable programming drove 75% of adjusted earnings through September 2025.

The network lured hundreds of new national advertisers last year, bolstered by record nonelection-year ratings, Fox said in its latest earnings. Ad buyers note clients eye direct access to President Trump, a regular viewer, while emphasizing U.S. manufacturing and economic contributions. Demand spikes on morning staple “Fox & Friends” and Bret Baier’s “Special Report,” says Jeff Collins, Fox Corp. ad sales chief.

Live draws mass audiences elusive elsewhere in cable, observes Dave Campanelli, president of global investment at Horizon Media.

Post-Spin-Off Pivot to Live Essentials

Fox Corp.’s 2019 $71.3 billion divestiture of 21st Century Fox entertainment assets to Disney refocused it on live-centric properties, a move now vindicated as streaming giants grapple with subscriber churn and content costs. Cable networks generated the bulk of earnings, with Fox News leading viewership gains. “Companies that have owned the long tail legacy entertainment channels have been the most challenged,” Fox president and COO John Nallen told The Wall Street Journal.

Investments poured into sports like NFL, MLB and a one-third stake in Penske Entertainment’s IndyCar and Indianapolis Motor Speedway. Yet NFL rights carry risks; the league can exit its Fox deal post-2029. “They have to do whatever they can to keep the NFL,” says analyst Michael Nathanson. Fox remains committed, per Nallen.

Fox sidestepped the streaming frenzy, launching modest DTC plays like Fox Nation in 2018 and Fox One last year. “Streaming services are ‘beasts which require to be fed,’” says Fox Entertainment CEO Rob Wade. This restraint preserved resources for core strengths.

Advertiser Boycotts Fade, Spending Accelerates

Post-ouster ad pullbacks from hosts like Tucker Carlson and Laura Ingraham have evaporated. Stagwell CEO Mark Penn notes brands’ wariness of hard news adjacency is easing, backed by studies with The Wall Street Journal, New York Times and Washington Post debunking brand safety myths. Stagwell hiked Fox News spend 19% in 2025, outpacing all TV and online news.

Fox News Digital posted its best year ever with 143 million average multiplatform uniques in 2025, per PR Newswire. Q4 cable ratings crowned MSNBC (now MS NOW) atop, but Fox’s live sports and news combo sustains momentum into 2026.

Upfront plans spotlight this: Fox’s May 11, 2026, presentation at New York City Center will tout premium content and ad tech, while Tubi hits IAB NewFront March 24, says Fox Corporation.

Sports Synergies Fuel Growth Engine

Fox Sports dominates with NFL, MLB and college football, where Barstool Sports integration brings Dave Portnoy to “Big Noon Kickoff.” A “Ruthless” podcast licensing deal targets conservatives, and Fox Creator Studios partners with YouTube stars like Rosanna Pansino for cross-platform content, demoed at CES.

Executive promotions underscore momentum: Douglas Rohrbeck rises to EVP, Washington News & Politics, per Morningstar and Investing.com. Ownership shifts in NBA, WNBA expansion defined sports business in 2025, per Fox News.

Nike skips Super Bowl 60 ads after 2025 return, signaling selective big-game spends, reports Adweek. Fox’s NFL strategy positions it centrally as rights battles loom.

Challenges Amid Rising Rights Costs

Live sports prices escalate, pressuring margins, but Fox’s focus yields outsized returns versus entertainment peers. Fox Corp. investor site highlights stable finances, per Fox Investor Relations. Posts on X from FoxCorp and foxnews tout NFL updates and 2026 upfront hype, reflecting advertiser buzz.

Analysts project sustained gains if sports rights renew. Fox’s contrarian path—prioritizing live over endless streaming feeds—positions it as media’s resilient outlier, drawing brands chasing engaged, middle-America viewers.