Notably,
Fox News and
Fox Nation made up almost 24% of TV ad impressions during
Tucker Carlson Tonight in the last seven days of June, with
My Pillow accounting for another 11% -- according to data from iSpot.
Balance of Nature (a supplement brand) is the only other advertiser to account for more than 5% of impressions during the show. It's worth adding that USAA didn't advertise during new episodes of Carlson's show from June 24-30, and actually never appeared in June during live episodes of the program. In fact, USAA hasn't aired a single ad during
Tucker Carlson Tonight since Sept. 28, 2019. Its last appearance during a live airing was the day before, on Sept. 27. Meanwhile, USAA's spent an estimated $6 million on TV ads during other Fox News shows since the start of 2021.
For all of Q2, about 22% of TV ad impressions during first-run airings of
Tucker Carlson Tonight came from Fox News or Fox Nation, while My Pillow accounted for over 6%. Balance of Nature (7.7%) and
Relief Factor (5.8%) were the other brands to top 5% for the quarter.
For live airings only, 23% of TV ad impressions during the show came from network and streaming spots, with another 12% from vitamin and supplement brands. Nearly 10% came from over-the-counter pain relief brands, and another 6% came from furniture and bedding (all My Pillow).
In many cases, Fox News is the primary places a lot of these top
Tucker advertisers appear on TV. Nearly 97% of Balance of Nature TV ad impressions came from Fox News (12.5% from Carlson) in Q2, with the rest attributed to Newsmax or Fox Business. Over 86% of My Pillow's TV ad impressions come on Fox News (19.3% during
Tucker), with almost 11% on Newsmax, and then less than 1% each on networks like Fox Business, RFD TV, Up TV and Hallmark (along with a few others).
Some of the other network breakdowns for
Tucker Carlson Tonight's top advertisers (by impressions) during Q2:
- Relief Factor: Nearly 100% of impressions appear on Fox News
- Pure Talk USA: 94% Fox News, 6% on Newsmax
- Tommie Copper: 51% Fox News, 14% on Game Show Network
- Qunol: 35% Fox News, 18% on MSNBC
- Goldwater Firm: 41% Fox News, 12% on Grit TV, 10% on Newsmax
- X-Chair: 70% on Fox News, 7% ESPNEWS