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Fox News Gives Greg Gutfeld a Super Bowl Ad (Exclusive)

Anheuser-Busch, General Motors, Molson-Coors, Uber… and Greg Gutfeld?

The Fox News host is getting the Super Bowl treatment this Sunday, with the cable news channel running a 15-second spot to promote his 11 p.m. late night show Gutfeld! during The Big Game.

The ad will be the only Fox News Channel spot promoting one of its linear TV shows during the game, which will air on the Fox broadcast network. There will also be a 10 second ad during the Fox pregame show, as well as 2 ads touting the Fox Nation streaming service.

The broadcast networks hosting the Super Bowl all run “house” ads for their own brands (be it a show, streaming service, or movie), but usually only a few internal projects make the cut, given the high-profile nature of the Super Bowl. Usually a company will prioritize what Fox charges other marketers, as much as $7 million for 30 second ad spots. Fox plays into that during the spot, and it ends just after Gutfeld starts speaking and an off-camera voice says “sorry, these ads are pricey.”

The choice to promote Gutfeld! suggests Fox sees the show as a priority on a corporate level, and one with potential crossover appeal to the non-Fox News viewers who might be watching the game.

The ad sees Gutfeld in regal regalia, sitting on a throne and holding a staff, flanked by regular guests Tyrus and Kat Timpf, as well as his little dog, Gus. The ad’s tagline declares him “The new king of the late night.”

The tagline is a reference to Gutfeld’s TV ratings, which were second only to CBS during both the 2022 TV season and January 2023. Late Show with Stephen Colbert in total viewers, beating NBC’s Tonight Show and that of ABC Jimmy Kimmel Live. Gutfeld also beat Colbert from August to December. 2022, suggesting he could soon catch up with the broadcast league.

Fox Nation, Fox News Media’s streaming service, ran its own ad during the NFC Championship Game promoting Roseanne Barr’s upcoming stand-up comedy special Cancel this! Fox News is also planning a 20-second ad to air on its own platforms.

But with more than 100 million viewers expected for the Super Bowl, Gutfeld will gain exposure far beyond any other marketing effort for his program to date.

View the ad below.

And watch the 20-second version, airing on Fox News:

Updated at 7:15am to note that Fox Nation will also have ads during the game.

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