Fox execs hide their biggest star Tucker Carlson from annual pitch to advertisers after backlash over Buffalo shootingThere is no bigger star in the cable news pantheon than Tucker Carlson — every weeknight over 3.6 million Americans tune in to watch his show aired during the coveted 8 p.m. primetime slot.
Yet when it came time for his parent company, Fox Corporation, to make its annual spring pitch to advertisers buying media time, the audience draw was nowhere to be seen on Monday and that may have something to do with this weekend's fatal shooting in Buffalo, New York.
The racist rampage that claimed the lives of 10 people, most of whom were Black, has drawn attention to Carlson’s documented advocacy of the “Great Replacement” — a theory by which immigrants and ethnic minorities gain political power to the detriment of caucasians.
The theory, which was once a fringe conspiracy embraced by white supremacists, has now become more mainstream and was cited by the suspected Buffalo killer in writings before the incident.
According to Variety, Fox’s Monday presentation at Manhattan's Skylight on Vesey during the so-called Upfronts “assiduously sidestepped” any controversies around the cable news operations led by CEO Suzanne Scott.
Upfronts, in which media companies present their upcoming slate of programming to prospective advertisers, have become increasingly crucial to the corporation after controlling shareholder Rupert Murdoch sold his movie studio assets like 20th Century Fox to Disney for $71 billion in March 2019.
TV ads are now a significant revenue pillar for the standalone Fox Corporation, contributing over $4.8 billion to nine-month sales or 44% of the group’s top line.
The enormous popularity of Tucker Carlson Tonight has helped ensure the Fox News Channel was the most-watched U.S. network in primetime across all basic cable networks for a sixth straight year.
His ability to shape U.S. political debate was on full display in January after Republican Sen. Ted Cruz personally requested to appear on Carlson's show to apologize after the latter accused him of aiding Democrats by calling the Capitol riots a “violent terrorist attack”.
With that kind of influence and star power, one might think he would be an obvious lock when appealing to advertisers looking to profit from the viewership magnet.
Yet his image only briefly flickered in the background of a presentation without even so much as a credited mention, while the far less known Pete Hegseth, co-host of FOX & Friends Weekend, took to the virtual stage to entice buyers with the cable news network’s streaming content.
When asked, a Fox News spokesperson pointed to previous comments made that the network was focusing on “pitching scale” during this upfront, as primetime has long been a ratings leader but the network is “now reaching a new level of success in certain dayparts.”
Reputational damage
The reason why Carlson played no role may however be because the brand of news in which he specializes can scare away companies looking to buy media time for their products.
A recent investigation by The New York Times into the 1,150 episodes aired between November 2016 and the end of 2021 found that over 400 contained rhetoric related to replacement theory, while over 600 referenced anti-white bias.
Carlson mocked the story by picturing himself laughing next to the paper’s headline “American Nationalist” in a post that gained 200,000 likes.
Congressman Matt Gaetz, a member of Trump's wing of the party, has praised Carlson, as have many others, for warning Americans were in danger from immigrants that would swell the ranks of the Democrats.
The “Great Replacement” narrative proved so popular with the GOP base that the third highest-ranking House Republican, Elise Stefanik, seized on the message last September. (She has since come under attack given her district in upstate New York is not far from Buffalo.)
On Tuesday, Senate Majority Leader Chuck Schumer of New York singled out Fox and its star Carlson during a speech on the floor: "In a craven quest for viewers and ratings, organizations like Fox News have spent years perfecting the craft of stoking cultural grievance and political resentment that eerily mirrors the messages found in replacement theory."
He also wrote directly to Rupert Murdoch and his news CEO, Scott, copying in Carlson, to ensure the network ceases recklessly serving as a platform for it.
Carlson took to the airwaves on Monday to defend himself, arguing shooter Payton Gendron thought Fox News was in fact "part of some global conspiracy against him", in what the LA Times called “a dangerous new low” after effectively absolving his show of any responsibility.
Yet his full-throated denials may not wash with corporate execs looking to generate goodwill for their products.
In its risk report for the full fiscal year through June 2021, Fox warned controversy could hit its brand and hence its bottom line.
“If our reputation is harmed for any reason, it could have a material adverse effect on our business, financial condition and results of operation,” it wrote.
Fox execs hide their biggest star Tucker Carlson from annual pitch to advertisers after backlash over Buffalo shooting