Fox News has announced that it will start paying its advertisers to run ads against Donald Trumps presidential campaign.
Fox News has paid an undisclosed number of advertisers to advertise on the website since last month, when the site’s ad unit announced plans to pay its advertisers $50 per click to run against the GOP frontrunner.
The move is a significant expansion of Fox News’ ad business and the first step in the network’s push to reach a broader audience, according to Fox News CEO Roger Ailes.
The move comes as Fox News attempts to gain the trust of younger audiences, including millennials, who are more likely to support Trump’s candidacy.
“We’ve always had a strong brand in the Republican Party, but we’re trying to get people to come back and say, ‘This is who I’m voting for,'” Ailes said during a conference call with analysts.
“And I think we’ve been successful in doing that.”
Fox News is the third-largest advertiser on Trump’s campaign, according an analysis by the Campaign Media Analysis Group, and the network has been able to leverage its political platform in ways that have made the candidate look more palatable.
Fox has not disclosed how much it has paid to advertisers on Trump in the past year, but sources told CNNMoney that it has been at least $100 million.