Fox News targets wider audience at DNC
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Fox News anchors Martha MacCallum and Bret Baier at the DNC on Aug. 20. Photo: Fox News Media
Fox News has been the undisputed leader in cable news ratings for years, but ahead of the 2024 election, viewers should expect the network to appeal to a broader audience of Democrats and independents, in addition to its conservative base.
Why it matters: "I think if you build it, they will come. And independents, Democrats are coming to our shows more and more," anchor Bret Baier told Axios in an interview from the Democratic National Convention in Chicago.
State of play: Baier and fellow anchor Martha MacCallum are on the ground for special coverage of the convention, including interviews with major Democratic politicians and surrogates, such as Harris campaign co-chair Cedric Richmond, Arizona Sen. Mark Kelly, Transportation Secretary Pete Buttigieg, and more.
- The two anchors were hoping to host a debate between Vice President Kamala Harris and former President Trump, although Trump said Monday that Harris' campaign told his team she wouldn't participate in a September debate.
- Baier said Fox News has proven itself to be a fair and tough debate moderator over the years. "We're continuing to make that case," he said. "We hope to be in the mix for the October [debate] that the Harris campaign is agreeing to, and we'll see how those conversations continue."
Zoom out: An Axios/Harris 100 Poll from earlier this year found that Fox News has gained ground this year with more independents and Democrats in terms of trust.
- A recent YouGov poll on media trust found that Fox News' audience is split 54% Republican, 22% Democrat and 28% independent.
Between the lines: Despite turbulence in the cable news industry, Fox News has continued to dominate in terms of ratings, and it set new records last month during the Republican National Convention.
- Part of its success, MacCallum said in an interview, comes from broader audience appeal. "We're seeing that when there are big news nights, we're getting tuned in from all corners. And so I think that now in the cable news landscape when something big is happening, people turn on Fox."
- To that end, Fox News drew nearly as many viewers as CNN for its simulcast of CNN's debate in June.
Zoom out: More Democrats appear willing to go on Fox News now that some of the dust has settled following the Jan. 6 Capitol siege and Fox News' $787 million defamation settlement with Dominion Voting Systems last year.
- But the network's massive audience is a huge appeal as well, especially in an election year.
- "Most politicians want to go where the eyeballs are," Baier said. "They realize the power of reaching especially in swing states where we have a dominant viewing audience."
What to watch: For Harris' running mate, Minnesota Gov. Tim Walz, the DNC serves as a critical opportunity to reintroduce himself to a national audience.
- Asked how much Fox News will have to educate its audience about who Gov. Walz is, MacCallum said, "Probably a fair amount."
- While Walz has been on Fox News before he was named Harris' running mate, "I think this is going to be a big opportunity for them [Fox News' audience] to get to know him," MacCallum said. "It's the biggest forum that he's going to have to speak to the American people."
