Blue-chip advertisers would by no means return to the present in power. However thanks partly to the big audiences he may present for these advertisers who remained, and the premium costs Fox may cost them, Mr. Carlson’s advert income started to get well. Yearly since 2018, “Tucker Carlson Tonight” has introduced extra annual advert income to Fox than another present, in keeping with estimates by iSpot. Final Might, after selling the white supremacist “substitute” concept, Mr. Carlson had half as many advertisers as in December 2018 however introduced in virtually twice as a lot cash.
As “Tucker Carlson Tonight” grew to become extra poisonous to advertisers, it additionally started that includes fewer friends who disagreed with the host, and extra friends who merely echoed or amplified Mr. Carlson’s personal message. It wasn’t simply that liberals didn’t need to debate him, although some now refused to look on the present, as Mr. Carlson complained throughout a Fox look final summer time; Fox was studying that its viewers didn’t essentially like listening to from the opposite facet. “From my discussions with Fox Information bookers, my takeaway is that they’ve made the judgment that they only don’t do debate segments anymore,” mentioned Richard Goodstein, a Democratic lobbyist and marketing campaign adviser who appeared frequently on Mr. Carlson’s present till the summer time of 2020. Throughout a lot of the Fox lineup, former staff mentioned, producers have been relying increasingly on panels of pro-Trump conservatives competing to see who may denounce Democrats extra fervently — a rankings gambit one former Fox worker referred to as “rage inflation.” (One exception, maybe, is “The 5,” a panel present that includes four conservative co-hosts and one rotating co-host from the left, which has overwhelmed Mr. Carlson in total viewers in some current months.)
And as advertisers fled, Mr. Carlson’s opening monologue grew. The place as soon as he spoke for only some minutes, typically in a impartial just-asking-questions mode, he now usually opened the present with a prolonged stemwinder, addressing his viewers as “you” and the objects of his fury as a shadowy “they.” Scores knowledge confirmed that the monologues have been successful with viewers, in keeping with one former and one present Fox worker, and by 2020, Mr. Carlson frequently spoke on to the digital camera for greater than quarter of the hourlong present. As an alternative of much less Tucker, the viewers received extra.
His critics at Fox discovered themselves additional marginalized: After an on-air feud with Mr. Carlson over the legality of Mr. Trump’s efforts to stress Ukrainian officers, Shepard Smith was reportedly warned in opposition to criticizing his fellow host, and he departed Fox in October 2019. Mr. Carlson’s rankings grew, buoyed by the more and more heated and apocalyptic presidential marketing campaign. One evening in June 2020, after one more commercial-to-commercial assault on Black Lives Matter protesters, Mr. Carlson addressed the matter immediately. Scores have been extra than simply ammunition within the cable-news wars, Mr. Carlson defined. They have been proof that his viewers weren’t alone, proof that they have been proper. “Final evening, we did one thing we don’t do fairly often: We spent your complete first block of the present on a single matter,” he mentioned. Extra individuals had watched the previous night’s show, he noticed, than another hour of prime-time tv that night — greater than the previous night information broadcasts, greater than any sitcoms or sports activities occasions. “Hundreds of thousands and hundreds of thousands of People agree with you,” he mentioned. “You aren’t loopy. Your views will not be evil.”
That month, one other Fox worker complained to human sources that Mr. Carlson’s on-air statements contradicted Mr. Murdoch’s public pledge to “help our Black colleagues” within the wake of George Floyd’s killing. In response, an govt cited the corporate’s want to permit “numerous voices and views,” in keeping with an individual conversant in the alternate. On the finish of the month, when the Nielsen figures trickled in, Fox despatched out a triumphant news release: Mr. Carlson had posted the highest quarterly ratings of any cable information present in historical past — breaking Mr. Hannity’s previous report and serving to make Fox the most-watched channel on all of fundamental cable.
An Upside-Down Nation
Ultimately, it was Fox’s personal political unit, a bastion of conventional news-gathering, that introduced the community’s more and more wobbly balancing act to an finish. Simply before midnight on Election Day, hours forward of different networks and information consortiums, Fox introduced that Joseph R. Biden Jr. had gained the swing state of Arizona. Mr. Trump immediately declared the end result a “fraud,” however the next Saturday, as late votes trickled in, Mr. Biden gained Pennsylvania, ending the presidential race.
Mr. Trump’s defeat was the last word glitch in Fox’s Trump narrative, one which couldn’t be so simply spun or papered over by its prime-time hosts. Despondent Trump supporters started to look elsewhere for information, encouraged by anti-Fox tweets from Mr. Trump himself. In early December, the upstart conservative community Newsmax, which had positioned itself as much more devotedly pro-Trump, scored its first ratings win over Fox. It was a minor crack in Fox’s cable dominance — fewer than 30,000 viewers in a single viewers section on a single December evening within the 7 p.m. hour — however it despatched shudders by the Fox govt suites. The community may shrug off the complaints of some advertisers; shedding viewers to a right-leaning rival was one other factor. That month, in keeping with one former Fox govt, Rupert Murdoch delivered a message to the community’s chief govt, Ms. Scott: Clear home. (A Fox spokeswoman disputed this description.)