FOX News Media has announced a licensing deal with “Ruthless,” a conservative political podcast launched in 2020 and hosted by Josh Holmes, Comfortably Smug, Michael Duncan, and John Ashbrook, expanding its digital footprint amid the growing effectiveness of podcasting as an advertising medium. The deal comes as Fox News aims to fulfill a projection released in May to secure $500 million in revenue not tied to cable TV.
“The FOX News Media ecosystem we have built over the past seven years continues to thrive and set new records, and the ‘Ruthless’ deal is a natural extension of our powerhouse brand as audiences reshape how they consume quality content,” FOX News Media CEO Suzanne Scott said in the announcement.
Fox News Digital President Porter Berry will oversee the new media venture while expanding his role to include strategic development of AI-powered tools across Digital and New Media operations.
The deal comes as research indicates that podcasts deliver stronger advertising effectiveness compared to social media platforms. A recent study by Sounds Profitable and Signal Hill Insights, surveying over 5,000 Americans, reveals that podcast advertising excels in audience attention and trust metrics.
The study found 86% of regular podcast listeners recall hearing advertisements in a one-week period, outperforming network television (82%) and broadcast radio (81%). Trust metrics also favor podcasts, with 39% of regular podcast users expressing confidence in podcast hosts delivering advertising messages, compared to lower percentages for social platforms: Instagram (29%), Facebook (23%), X (33%), and TikTok (34%).
“Ruthless” has become a popular platform for GOP lawmakers, congressional candidates, and presidential hopefuls, with a recent poll finding it ranks as a top news source among men ages 18-45.
“We are thrilled to take ‘Ruthless’ to the next level through this strategic partnership. There is a growing appetite for authentic political and cultural conversations, and our podcast delivers with no-holds-barred, irreverent takes that deeply resonate with our dedicated audience,” the “Ruthless” co-hosts said in a joint statement.
Broader Creator Economy Strategy
The “Ruthless” partnership aligns with FOX’s broader investments in the creator economy. Earlier this month, Fox Advertising invested in The Lighthouse, a physical campus for content creators that is part of Whalar Group’s portfolio. The deal aims to develop creator-led franchises across Fox’s content offerings.
Fox has also been adding digital talent to its roster, with social media personality Brett Cooper joining as a contributor in June. Cooper brings a notable digital following to the network with over 4.5 million followers across social media platforms.
On the other side, former Fox News primetime anchor Megyn Kelly recently launched MK Media, a video and audio podcast network targeting creators and journalists in the news and entertainment sectors.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
FOX News Media has announced a licensing deal with “Ruthless,” a conservative political podcast launched in 2020 and hosted by Josh Holmes, Comfortably Smug, Michael Duncan, and John Ashbrook, expanding its digital footprint amid the growing effectiveness of podcasting as an advertising medium. The deal comes as Fox News aims to fulfill a projection released in May to secure $500 million in revenue not tied to cable TV.
“The FOX News Media ecosystem we have built over the past seven years continues to thrive and set new records, and the ‘Ruthless’ deal is a natural extension of our powerhouse brand as audiences reshape how they consume quality content,” FOX News Media CEO Suzanne Scott said in the announcement.
Fox News Digital President Porter Berry will oversee the new media venture while expanding his role to include strategic development of AI-powered tools across Digital and New Media operations.
The deal comes as research indicates that podcasts deliver stronger advertising effectiveness compared to social media platforms. A recent study by Sounds Profitable and Signal Hill Insights, surveying over 5,000 Americans, reveals that podcast advertising excels in audience attention and trust metrics.
The study found 86% of regular podcast listeners recall hearing advertisements in a one-week period, outperforming network television (82%) and broadcast radio (81%). Trust metrics also favor podcasts, with 39% of regular podcast users expressing confidence in podcast hosts delivering advertising messages, compared to lower percentages for social platforms: Instagram (29%), Facebook (23%), X (33%), and TikTok (34%).
“Ruthless” has become a popular platform for GOP lawmakers, congressional candidates, and presidential hopefuls, with a recent poll finding it ranks as a top news source among men ages 18-45.
“We are thrilled to take ‘Ruthless’ to the next level through this strategic partnership. There is a growing appetite for authentic political and cultural conversations, and our podcast delivers with no-holds-barred, irreverent takes that deeply resonate with our dedicated audience,” the “Ruthless” co-hosts said in a joint statement.
Broader Creator Economy Strategy
The “Ruthless” partnership aligns with FOX’s broader investments in the creator economy. Earlier this month, Fox Advertising invested in The Lighthouse, a physical campus for content creators that is part of Whalar Group’s portfolio. The deal aims to develop creator-led franchises across Fox’s content offerings.
Fox has also been adding digital talent to its roster, with social media personality Brett Cooper joining as a contributor in June. Cooper brings a notable digital following to the network with over 4.5 million followers across social media platforms.
On the other side, former Fox News primetime anchor Megyn Kelly recently launched MK Media, a video and audio podcast network targeting creators and journalists in the news and entertainment sectors.
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