• by Wayne Friedman , Staff Writer, July 6, 2006

Say what you will about Fox's sweaty upfront presentation in May, its sometimes brusque leader in Rupert Murdoch, its history of rough, sometimes politically incorrect and fast-burn-out reality shows--these days, give the network its due.

Coming on the heels of a well-handled upfront ad market, now its high-profile, high-demand "24" grabs more Emmy nominations, 12, than any series, including one for best drama. Not that Fox is a one-trick pony--its sophomore show "House" also grabbed a big nomination for best drama.

And just in case you've been living in a foxhole, Fox also has the top show in all of network television for the last several years--"American Idol."  If that wasn't enough, last year "Idol" grew by a double-digit percent increases in ratings. Leaving no crumbs on the table, Fox is also leading all networks this summer, stemming from high ratings from the reality shows "Hell's Kitchen" and "So You Think You Can Dance?"

From an advertising sales point of view, one competing media executive said it simply in analyzing the upfront: "Jon Nesvig [president of advertising sales for Fox] is the hero of this upfront."  Here's what that executive was looking at:

If reports are true to form, Nesvig did sense the upfront market wasn't a 5 percent or a 6 percent CPM increase market, but more like a 2 percent to 3 percent number. He moved early and grabbed more money--on a percentage basis-- than other networks. 

Not only that, but this year he led Fox to an industry-leading price for adult 18- to 49-year-old viewers, topping NBC.  Fox is also near--if not exceeding--NBC in total upfront revenue for non-sports programming, at $1.8 billion. (Taking out NBC's $200 million or so advertising revenue for its "Sunday Night Football."). And remember, Fox has seven fewer prime-time hours than NBC to sell.

It's true Fox didn't grow its overall 18-59 numbers this year (such as with ABC), but Fox maintained its form anyway, going on to win the season in 18-49 for the second year in a row.

So Fox is doing well--even with some extra May perspiration.