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Sports, Streaming Drive Volume As Fox Wraps Upfront

Brian Steinberg Senior TV EditorMadison Avenue’s growing interest in sports and streaming video helped Fox Corp. nab new ad dollars amid a softening market.The owner of the Fox broadcast network, Fox Sports and Fox News Channel expects an uptick in advertising commitments made in advance of its next programming schedule, according to a person familiar with the matter, as the company becomes the latest media outlet to wrap negotiations in the industry’s annual “upfront.”Advertisers were interested in Tubi, Fox’s ad-supported streaming hub; the company’s sports events; and its Fox News programming, this person said, among other offerings.The company could see an uptick of volume committed to its primetime broadcast schedule in the mid-single-digit percentage range.

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