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FOX AdStudio advances to next phase as leading agency partners put agentic advertising into action. WPP, Omnicom, Horizon, Stagwell and Simulmedia join FOX Advertising in completing live agentic linear transactions with enhancements including intelligent inventory recommendations. New York, NY - WEBWIRE - Thursday, October 15, 2026 FOX Advertising today announced the next phase of its agentic advertising platform, powered by FOX AdStudio, as leading agency and technology partners put its agent-to-agent capabilities into action for live campaigns and commercial linear media transactions. In June, FOX Advertising announced the industry's first end-to-end agentic advertising platform, demonstrating that it had built the technology and infrastructure to embed agents across audience planning, media transactions and activation. Now, FOX Advertising is advancing that foundation with WPP, Omnicom, Horizon Media, Stagwell and Simulmedia executing agentic linear transactions for live campaigns through an evolved agentic infrastructure designed to support broader real-world execution. The enhanced infrastructure creates a centralized and secure connection point for partners to interact with FOX AdStudio. A FOX agent routes each partner to its own dedicated, permissioned account, providing direct agent-to-agent connectivity. The platform now also incorporates an integrated governance engine that monitors agent activity throughout the workflow for compliance and adherence to established protocols. Built-in controls further advance FOX AdStudio's security-first approach. The new capabilities also enable a more intelligent linear transaction. When requested inventory is unavailable, the FOX agent can recommend alternative inventory based on the advertiser's target audience rather than simply removing unavailable inventory from the order. This lays the foundation for more guided agentic transactions over time, with strong guardrails and human oversight remaining essential throughout the process. FOX Advertising and agency teams maintain control over key decisions. "From the beginning, our vision for agentic advertising has been to connect the campaign lifecycle and create a more seamless and effective experience for advertisers," said Jeff Collins, President of FOX Advertising, Marketing and Brand Partnerships. "In June, we demonstrated that we had built the technology and infrastructure to make end-to-end agentic advertising possible. Now, together with our partners, we're putting those capabilities to work on live campaigns - moving agentic advertising from capability to real-world execution while maintaining the governance and human oversight essential to doing it responsibly." _________ What our Partners say: "We're thrilled with the progress we're making together with FOX Advertising. Our ability to safely execute live agent-to-agent transactions is an important technical milestone in our broader effort to define the standards that will allow our industry to put this powerful technology to work for clients responsibly and at scale." - Susan Schiekofer, Chief Media Officer, WPP Media US. "Connecting our Omni marketing intelligence platform to the Fox Ad Studio enables Omnicom to plan audiences against linear and CTV exposure data, agentically orchestrated and transacted at a spot level based on client outcomes." - Justin Wroe, Chief Commercial Officer, Omnicom Media "Building directly on our launch of an agentic orchestration layer for real-time media decisioning, Horizon is accelerating direct agent-to-agent communication between Horizon and FOX through our open ecosystem partner, Databricks, to transform the process of media buying. Frictionless, automated workflows represent the next critical milestone in operationalizing a truly functional orchestration layer for our clients." - Navneet Singh, SVP, Programmatic Innovation, Horizon Media "Linear remains an important part of how our clients reach audiences at scale, and it's a market where speed has been hard to come by. With The Media Machine, Stagwell's agentic media operating system, connecting directly to FOX AdStudio, our agent can turn a client brief into an actionable media plan in real time, dramatically simplifying the buying process and deliver agility to our clients across the media ecosystem." - Marissa Jimenez, Global Chief Trading and Solutions Officer at Stagwell Media Platform. "What Fox has pioneered here with their true agentic transaction architecture has enormous consequences for the media world. For the first time in TV history, advertisers and agencies can optimize their linear TV ad campaigns like digital, with automated, agent-to-agent negotiations at the spot, schedule, flight and target-level mid-campaign based on advertisers' closed loop outcome data such as web visits, app downloads, phone calls, purchases online or in-store or real-time trends in search, social or on AI answer engines." - Dave Morgan, Founder and CEO of Simulmedia: About Fox Corporation Fox Corporation produces and distributes compelling news, sports, and entertainment content through its primary iconic domestic brands, including FOX News Media, FOX Sports, Tubi Media Group, FOX Entertainment and FOX Television Stations. These brands hold cultural significance with consumers and commercial importance for distributors and advertisers. The breadth and depth of our footprint allows us to deliver content that engages and informs audiences, develop deeper consumer relationships, and create more compelling product offerings. FOX maintains an impressive track record of news, sports, and entertainment industry success that shapes our strategy to capitalize on existing strengths and invest in new initiatives. For more information about Fox Corporation, please visit www.FoxCorporation.com. WebWireID362917 This news content was configured by WebWire editorial staff. Linking is permitted. Distribute your news. * Every day, hundreds of individuals and companies choose WebWire to distribute their news. * WebWire places your news within numerous highly trafficked news search engines generating leads and publicity. * Submit Your Release Now!

Fox debuts new MLB scorebug to mixed reviews. Fox brought out a new scorebug and new graphics for Game 1 of the NLCS. Less AI and more AA in your search results. The beginning of the 2026 National League Championship Series also meant the beginning of a new scorebug for Fox. Fox debuted a new MLB scorebug and some new graphics on its Game 1 broadcast of the NLCS between the Los Angeles Dodgers and Milwaukee Brewers on Sunday night. Compare that to the previous MLB on Fox scorebug: Reactions to the new Fox scorebug have been very mixed. The new MLB on FOX graphics and scorebug are clean and a big improvement over what they had imo I wasn't a fan of the ones they have had in recent years. Font could improve tho https://t.co/yUEDliYzRg - Brandon | 🇪🇸 | (@ColoBrandoni13) October 12, 2026 It's interesting that Fox chose to debut the new scorebug in the NLCS rather than in the NLDS or on the biggest stage, the World Series. The NLCS and the World Series will be televised exclusively on Fox platforms, so get used to seeing the new scorebug and graphics in the coming days and weeks.

Iowa-Ohio State gives CBS first CFB regular-season ratings weekend win since 2023. The last time CBS topped the ratings chart, Alabama defeated LSU in primetime before SEC rights left for ESPN/ABC. Less AI and more AA in your search results. Iowa and Ohio State averaged just shy of six million viewers on CBS, which might not be among the biggest college football game audiences this season, but it was enough to give the network its first weekend ratings win in almost three years. Per CBS, the highly anticipated Big Ten matchup averaged 5.966 million viewers, peaking at about seven million. That beat a trio of games on ABC that day, including Alabama vs. Mississippi State (5.1 million), Miami vs. Clemson (4.6 million), and Florida vs. Missouri (4.4 million). Other top ratings figures from this past weekend include Fox's Big Noon matchup between Michigan and Minnesota (4.1 million), Fox's Penn State vs. Northwestern broadcast (3.4 million), Auburn vs. Tennessee on ESPN (3.02 million), Notre Dame and UNC on ESPN (2.98 million), and NBC's presentation of Washington vs. USC (2.6 million). It marks the first time since Week 10 of the 2023 season that CBS has had a game at the top of the college football weekend. On November 4, No. 8 Alabama defeated No. 13 LSU in primetime, drawing 8.82 million viewers for what became the sixth-most-watched game of the 2023 college football regular season across all networks. It might not amount to too much by the time Ohio State-Michigan and several late-season SEC showdowns take the top TV number spots, but it's still a noteworthy notch for CBS, which, along with Fox, has been losing the battle against ESPN and ABC ever since the SEC jumped ship from CBS to them. Ironically, CBS may owe the extra boost to ESPN. The Worldwide Leader sent College GameDay to Iowa City this weekend instead of one of the games on its network or ABC. GameDay posted big numbers of its own, drawing 2.9 million viewers (and a final hour of 3.7 million), many of whom were likely influenced to watch the game later. For years, the SEC on CBS was the juggernaut of college football ratings, but when the league left for ESPN and CBS signed the Big Ten instead, that reign ended. It's no wonder the Tiffany Network hasn't topped the charts in so long. CBS probably shouldn't get too cozy up there. ABC has The Red River Rivalry between Texas and Oklahoma at 3:30 p.m., not to mention No. 2 Georgia vs. No. 6 Alabama on Saturday night in primetime. CBS has a perfectly solid matchup between No. 13 Oregon and UCLA, but that's simply no match from an audience perspective.