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Normally ad costs are indeed determined by ratings, but the word was a few years ago (and there's been little reason to change) that few liberal ad buyers would touch Fox News. Overall, we know Fox beats the other cable news nets' ratings, but not their ad sales. Extrapolating that talk radio listeners (better educated and wealthier than others) make up a good portion of Fox News's audience, it appears liberal CEO's and ad buyers are spiting themselves.

I don't know how Wallace's ratings compare with the Tony Snow era. Not much different, I'd guess.

I don't know how Wallace's ratings compare with the Tony Snow era. Not much different, I'd guess.

Tony Snow was getting 1.85 million. Wallace's is reduced to 1.2 million.

I read the same stuff, as I recall it seems numerous ad agencies, many located in the NE, possibly NYC, had and still do gang up against FNC.
They represent many of the major advertisers and usually have complete control over ad revenue. Their power is enhanced since they can sometimes get special rates from their network buddies that the average schlepp at a smaller in-house adv. dept could seldom get. Money drives everything.
Rumors are that many execs from numerous companies would probably "prefer to be on FNC" they seldom over rule their ad guys, politics,money.
I ran into the problem on a much smaller scale years ago with an advertiser,a car dealer in S. Fla.
His ad agency would not give our little show the time of day.
Problem was the owner of the auto dealership loved to fish. We won. Had the sponsor for years sold lots of cars for him as well.
The rats can be beat, it takes a lot of effort however.