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Fox News Channel wants viewers to think of its hosts and anchors as the type of people you might see while taking in a football game, eating at the local diner, or even on board a military transport.
A new Fox News promo uses digital technology to insert Sean Hannity in a neighborhood eatery; Bill Hemmer and Dana Perino in front of what looks like a field of wheat; Jesse Watters and Laura Ingraham at a football game; and Harris Faulkner on board what appears to be a Navy ship. The hosts talk about a new era “where common sense….” says Martha MacCallum, holding forth at a shopping center, “….meets common ground,” adds Bret Baier, her frequent co-anchor.
“This is a time to come together,” add the various hosts, who also include Greg Gutfeld, “for all America.”
Executives at Fox News hope to create the notion that there is a single, broad American audience and that its anchors can speak to it. In the new promo, Fox News and the vignette’s producers have found ways to place some of the network’s best-known personalities in front of various parts of the country, from an urban restaurant to what appears to be a rural field.
Fox News Channel introduced the phrase “For All America” earlier this year, during a broadcast of Super Bowl LIX on its sister Fox broadcast network. But the new promo, slated to appear Monday on Fox News, marks what is expected to be more frequent use of the wording as parent Fox Corporation is making a bid to woo advertising support for the outlet from broadcast networks like NBC, ABC and CBS ahead of the TV industry’s annual “upfront” sales market.
With more consumers choosing to stream traditional programming, live news — meant to be consumed the minute it airs — may have new appeal for the portion of Madison Avenue that does not view the format as polarizing. While CNN and MSNBC have grappled with ratings fluctuations since the 2024 presidential election, Fox News in the first quarter captured 65% of the audience in total day and 66% in primetime. Fox News, citing data from Nielsen MRI Fusion, says the cable network is watched by more Hispanic and Asian viewers than its rivals and by more independent and Democratic voters.
Fox News will continue to use its current tagline, “America is Watching.”
