Several journalists who cover television advertising weighed in on the dispute over a new energy ad that Fox News declined to run, but that MSNBC and CNN are running.

While Fox has declined to comment on why it rejected the ad, the ad's sponsor, the liberal group VoteVets, says Fox told them it is “too confusing.”

“That is not one that I have heard,” said Brian Steinberg, who covers television advertising for Advertising Age, referring to the excuse. “Usually they cite standards or the time of day it is airing. That is not one I am aware of.”

Meanwhile, others suggested that Fox's decision not to run the ad shows its political bent.

Jim Cooper, executive editor of MediaWeek, said: “It is very clear that [the cable outlets] have become political. People shouldn't be surprised by it. They should know what they are getting.”

Steve McClellan, who covers television for Adweek, said Fox is obviously an ideological outlet and has shown it will not run ads it does not agree with.

“It sounds like Fox is making some kind of ideological decision,” he said. “Fox is a right-wing news organization and they don't agree with that political agenda. It is not like they are desperate for ads.”