Fox claims its ads outperform rivals by 5x in new impact study
Fox has released a new study measuring how well ads perform based on real consumer responses. The Fox Flash Impact Report tracks awareness, purchasing decisions, and viewer engagement. It claims that a single ad on Fox can match the impact of five on rival networks. The report pulls data from over 20 sources, including YouGov, Marketcast, and EDO. It analyses how ads in sectors like fast food and financial services drive stronger viewer reactions. Kym Frank, Fox’s senior vice president of ad sales research, argues that focusing on these outcomes makes the most of the network’s content.
Fox plans to showcase the findings at the industry’s annual 'upfront' market, which begins on Monday. Frank also called for advertisers and media firms to work together on standardising these measures. Without a third-party arbiter or joint effort, she warns, outcomes won’t become the standard way to judge ad success. The study suggests that ads on Fox generate higher engagement and action compared to competitors. Frank urged the industry to 'row in the same direction' to adopt outcomes as a shared metric for effectiveness.
The report will be presented during next week’s upfront market. If widely adopted, its methods could change how ad performance is measured across the industry. For now, Fox insists its approach delivers clearer results for advertisers.
