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# Ad Industry Values MSNBC More than Fox News, States MediaPost
- URL: https://capitolcommunicator.com/ad-industry-values-msnbc-more-than-fox-news-states-mediapost/
- Published: 2021-07-14T17:01:33.000Z
- Updated: 2021-07-15T20:30:47.000Z
- Author: Capitol Communicator
- Tags: Advertising, Insights, #wp-bottom-left-sponsored, #Import 2026-10-08 18:51

**Fox News Channel may have the biggest average audience**, as well as gross revenues of the cable news networks, but when it comes to a key Madison Avenue metric — CPMs — MSNBC is the most valued, reports MediaPost.

**A MediaPost analysis of** [**data released by the Pew Research Center**](https://www.journalism.org/fact-sheet/cable-news/?ref=capitolcommunicator.com)analyzing the 2020 audience size and economics of the major cable news networks, reveals that “MSNBC generates an average of $423 per prime-time household reached annually, which is about 10% more valuable than the second most valued cable news network, Fox News’ $386 per prime-time household reached.

“The analysis isn’t exactly apples-to-apples, because it calculates gross annual advertising revenues divided by average prime-time audience, not total day, but the Pew study did not provide average total day audience estimates, and prime-time is known to generate the lion’s share of each network’s advertising revenues.

“So while Fox News has a significantly higher annual audience, as well as total revenues and profits, the ad industry actually values MSNBC more.”

More [here](https://www.mediapost.com/publications/article/365063/the-most-valuable-name-in-news-msnbc-not-fox.html?ref=capitolcommunicator.com).

Chart: MediaPost analysis of Pew analysis of Kagan data reflecting total day ad revenue divided by average prime-time audience.