According to The Washington Post, President Donald Trump has given Fox News more than $5 million in free social media advertising through his positive tweets. But Trump’s $5 million gift to Fox pales in comparison to the network’s promotion of Trump during the 2016 campaign.
The Washington Post’s Philip Bump reported that Donald Trump has given Fox News more than $5 million in free social media advertising since he announced his candidacy, based on an established valuation by Captiv8, an analytics and social media marketing platform. According to Captiv8’s monetary valuation, one of Trump’s tweets is worth about $60,000, so when he promotes a show on Fox it is “essentially, a gift worth $60,000.” The company also estimated that Trump’s 52 tweets about the “failing @nytimes” could be seen as “the equivalent of $3.1 million in bad publicity.” From The Washington Post:
In other words, that tweet from Trump promoting Pirro’s show was more than a favor to Pirro and her employer, Fox News. It was, essentially, a gift worth $60,000.
With these metrics in mind, we went back through Trump’s social-media posts since he announced his candidacy to see how often he actively encouraged people to watch or buy particular programs or products. Although the list of those posts that appears at the bottom of this article is probably incomplete, it gives a sense of the value that Trump has provided to news networks.
By our estimates, Trump has provided Fox and its affiliated networks (Fox News, Fox Business) with more than $5 million in free advertising
Although no social-media company connects brands to celebrities to have the celebrities disparage them, Subramanian figured that the hit to a company’s value from a negative post would be damaging, perhaps to the extent that a positive tweet or Facebook post was helpful. In other words, Trump’s 52 tweets about the “failing @nytimes” could be thought of as the equivalent of $3.1 million in bad publicity.
Of course, Trump’s relationship with the media is a two-way street. The New York Times reported in March 2016 that Trump had already earned close to $2 billion worth of media attention on television, in print, and online, based on an analysis by mediaQuant, a media coverage tracking firm. Media Matters calculated that, for its part, Fox News gave Trump nearly $30 million in free airtime from May 2015 through December 2015. Another Media Matters analysis found that Fox News host and Trump sycophant Sean Hannity gave Trump more than $31 million in free advertising in the form of fawning interviews with the candidate between June 2015 and August 2016.
The relationship between Trump and the network goes back to before the 2012 election when the network helped promote Trump's political ambitions.Trump has repeatedly praised Fox News, admitted that he may not have been elected president without the network, and appears to get both his news and talking points from the network. For its part, Fox has also repeated Trump’s lines to bolster his spin.
The Washington Post’s analysis shows that Trump’s tweets are not only a way for him to circumvent the press, they also provide him the opportunity to help favorable news networks like Fox with tweets while simultaneously lashing out at news outlets that have been more critical of his presidency.