Fox News' Tucker Carlson Show Boasts Most Expensive Cable News Ads, Study Finds

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Tucker Carlson

MSNBC is also on a roll, bringing in ratings and ad dollars, according to a report from an ad firm.

Judging by the price of advertisements that have run during it, Tucker Carlson’s early run as a primetime host on Fox News appears to be a successful one, according to ad tracking firm Standard Media Index, which released data on Friday morning.

During the months of April, May and June, the average price of a 30-second ad on Tucker Carlson Tonight was $13,779, the highest rate on cable news and a full 13 percent pricier than during the same quarter a year ago when Bill O’Reilly filled the hour, SMI said. 

Comparing ads that aired during new episodes, Carlson's show brought in 22 percent more ad revenue than O'Reilly's show for the same quarter, though The O'Reilly Factor would likely have seen a similar year-over-year gain, an SMI representative said.

Sean Hannity’s show also had a strong quarter, including a 53 percent year-over-year increase in advertising revenue.

All three major cable networks have enjoyed advertising gains: Fox News, for the quarter, was up 11% in news programming ad revenue; CNN was up 21 percent; and MSNBC was up a full 40 percent. 

Rachel Maddow’s show (up 74 percent) and Lawrence O'Donnell's show (up 82 percent) both saw big increases in ad revenue compared to the same quarter a year ago.

James Hennessy, chief executive of SMI, said the news sector of the television market accounted for “the standout performers” of the quarter, not a total surprise considering how fast-paced and riveting the news cycle has been over the first few months of Donald Trump’s presidency.

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