Sports Prop Up Fox’s TV Ad Reach

iSpot.tv’s 2023-24 TV Season Scorecard reveals just how important sports programming is for Fox: The category accounted for over half of the network’s TV ad reach from Sept. 1, 2023 through April 30, 2024. In particular, the NFL was a key player, generating 38% of Fox’s TV ad impressions during the period measured. 

• In total, Fox had 133.1 billion linear TV ad impressions, a 4% decrease from the same period in 2022-23 — but iSpot notes this was expected, since the network didn’t have the Super Bowl or Men’s World Cup this time around. 
• The Masked Singer was the only non-sports programming among the top five by primetime ad reach. 
• Top programming (by ad impressions SOV) across all dayparts included the NFL, college football and MLB.