Despite broader market concerns and political headwinds, Fox wrapped its 2025-26 upfront negotiations with a major win, securing more than $2 billion in advertiser commitments across its portfolio. That marks double-digit volume growth year over year and makes this the second consecutive upfront where Fox has delivered double-digit revenue gains.
Let’s be real. While much of the industry was holding its breath over macroeconomic pressure and potential advertiser skittishness tied to the political climate, Fox’s performance signals one clear takeaway: a strong sports lineup still sells.
Sports, Tubi, and Fox News Lead the Way
Sports were the clear driver. Fox’s live sports portfolio, including the NFL, postseason MLB, and the upcoming 2026 World Cup, drew significant advertiser dollars. According to sources familiar with the negotiations, sports commitments alone were up double digits. That figure does not include next year’s World Cup.
Fox News also posted strong results. While many advertisers have kept their distance from cable news over the last few cycles, Fox News reversed that trend, locking in double-digit volume growth and adding more traditional advertisers to its roster, thanks to its surge in ratings.
Tubi, Fox’s ad-supported streaming platform, had a standout year of its own. Advertisers increased their upfront commitments to Tubi by 35%, mirroring the platform’s audience gains. In June, Tubi announced it had surpassed 100 million monthly active users, further validating its position as a serious player in the AVOD space.
Entertainment Holds, Streaming Gains
Fox’s broadcast entertainment also delivered. Sell-through rates improved, pricing held up, and demand remained healthy for both scripted and unscripted programming. Most of Fox’s primetime slate now streams next-day on Hulu, offering advertisers a hybrid linear and streaming reach.
While linear TV overall continues to feel pressure, with primetime ad commitments across broadcast and cable down in 2024, Fox’s balanced portfolio across linear and streaming helped it sidestep some of the downturn. Notably, Media Dynamics estimates streaming ad commitments rose more than 35% year over year in the most recent cycle, outpacing both broadcast and cable for the first time.
A Vote of Confidence
Jeff Collins, President of Advertising Sales at Fox, said the portfolio’s “unprecedented audience growth” is driving “better outcomes” for clients. The company’s momentum and the advertiser’s confidence behind it reaffirm that in a fragmented media landscape, scale plus live reach still wins.
