PC Matic’s Relationship with Fox News

PC Matic began TV advertising in 2010, and shortly after, we began our relationship with Fox News. I nervously filled out the credit application, and got the news we had been accepted. Since that time, our relationship with the people at Fox News has been nothing short of amazing.

This is NOT political. Our contacts have been knowledgeable, professional and extremely helpful. We would not be where we are without Fox News and their continued guidance and support.

It doesn’t hurt that Fox News is the largest channel not just on cable news, but in all of cable. Fox News viewership exceeded ESPN Q1 2018.

Our product is the only antivirus exclusively made in the United States. I believe this message resonates well with the Fox audience. I also believe that Fox viewers are less likely to own a Mac product which further helps our returns.

Over the last eight years, we have advertised on Fox News every month and often times in heavy rotation. We have learned a lot and I hope I can share some of what we learned about advertising on Fox News.

General Advertisers

The bread and butter of any cable or television channel are the general advertisers. These are the high budget, high profile brands such as cars, beer, wireless service, cell phones, televisions, credit cards, pharmaceuticals and so on. These companies typically purchasing their production and media buying through a large ad agency. General advertisers pay a premium for their slots. In exchange for the premium, they receive two things.

First, together with their advertising agency, they choose which shows to associate their brand. Secondly, they are guaranteed a number of viewers with their spend. A good illustration is breaking news such as another OJ Simpson helicopter chase. When this happens, all advertising is suspended, and then for weeks afterwards, the general advertisers are reimbursed with “make goods” for the viewers they lost. Everything else is squeezed.

Local Advertisers

In a one hour segment, there are 15 minutes of total advertising. Three minutes are allocated by law to cable providers who in turn resell to local car dealers, grocery stores and personal injury lawyers. If the inventory is unsold, it is returned to the national remnant pool.

Fox Direct National Remnant

PC Matic purchases Fox TV ads through the remnant or direct response program. Weekly, we submit bids per slot and rotator. For example, we would submit a bid like this:

5X M-F Morning $10,250

This indicates we agree to pay for 5 spots at $10,250 for a :60 second commercial to air in the Fox morning day part that airs from 6am – 12pm Monday through Friday. We do not choose which shows our spots air. Fox determines the shows based on our bids and the bids of other potential advertisers. It is essentially an auction, and some weeks we clear well, and others perhaps not at all particularly when “make goods” are being delivered to general advertisers.

National Remnant Cable Allocation

In addition to purchasing remnant direct from Fox, Fox allocates inventory to the cable providers to be sold in remnant. PC Matic purchases remnant on DirecTV, Dish Networks, Spectrum and Comcast. Typically, we purchase in clusters of channels that are defined by the cable providers. For example, we purchase DirecTV’s News cluster. Other clusters available from DirecTV are adult, female, male, sports, life style, young adult, and kids. The news cluster contains Fox News, Fox Business, CNN, Headline News, MSNBC, Bloomberg, Weather Channel and CNBC.

For example, here is a typical purchase from DirecTV.

3X News Cluster M-F 6 am – 12 am $3800.

This indicates that we agree to purchase three 60 second commercials across all channels in the news cluster at a cost of $3800 on any show that is aired from 6am to 12 am Monday through Friday.. PC Matic is not choosing the shows that we clear. We provide a threshold we are will to pay, and DirecTV decides which shows our ads are displayed. The $3800 includes all the channels and not just one in the cluster.

Learn more about DirecTV clusters page 6, 22-25.


PC Matic purchases remnant inventory directly from Fox News and Fox’s cable partners. Due to the way that remnant inventory is purchased and priced, PC Matic is not allowed to choose the shows that its ads appear. The trade off is that our rates are significantly lower than the general advertisers. In this way, PC Matic does not endorse or sponsor any particular show or host. If anything our remnant purchases reflect our respect for Fox viewers and not their shows. More over in the case of remnant buys from DirecTV, Dish Networks, Comcast, and Spectrum, we support all cable news channels and not just one.

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14 thoughts on “PC Matic’s Relationship with Fox News”

  1. Watch Fox News and OANN and our house is full of macs, but they also have windows on them (thank you parallels). Very impressed with the software and even more so with customer service. It shouldn’t be about political bias it should be about what works. Really surprised the liberals dont want to protect their computers from mostly Russian virii

  2. I like your ads – have been thinking about dropping Norton and giving PC Matic a try. But in researching your product I came across this thread and was very disappointed to learn that you are supporting hate speech with your advertising buys with Fox News. Taking my money to businesses that are working to create a kinder world. No PC Matic in my future. Wish you would consider your corporate values against content on these very harmful programs

  3. Graham MacFarlane

    What Tucker Carlson, Laura Ingraham and Jeannine Pirro do is not ‘news’. They are making the country worse and you are paying for it. Your explanation of the mechanism is interesting but not exculpatory. You are part of the problem.

  4. My husband saw your ad on Fox. I will be getting new anti-virus software on Oct. 15, so he suggested I check out PC Matic. Just viewed your website and liked what I saw. If I wasn’t so old, I’d want to work for this company. Will be downloading software on October 15. Til then!

  5. So let me get this straight, you buy remnant advertising because it’s cheaper and reaches the audience you want to reach. I get it. It’s a business decision to improve profits.

    But Fox News promotes and condones kidnapping, child abuse, and the murder of children (as long as they aren’t the unborn).

    Aren’t there somethings more important than profits?

    I hear you can advertise on Taliban Radio for much cheaper to an audience that also doesn’t own a lot o MAC products.

    1. Hi Sean – To be clear, we do not just advertising on Fox News. We buy remnant advertising for the news cluster — which does include Fox News, as well as MSNBC, CNN and other news stations as well.

  6. I’m delighted that PC Matic has the guts to ignore the left wing liberal threats normally associated with companies that advertise on Fox News. I’m also glad that I made the choice to go Evergreen with PC Matic! I hope your company continues to advertise on the only real fair and balanced television news channel.

  7. Keep doing what you’re doing and ignore whining about where your ads are placed. If not for your ads on Fox News Channel, I would likely not be a customer.

    1. Edward, you may want to learn the difference between “their” & “there”. Your comment lost all value from your ignorance of grammar.

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