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In the United States, broadcasting is "commercial"-- this means it is supported by advertisers. Radio and television stations sell commercial time (30 seconds, or 60 seconds) to advertisers, and that money helps pay the operating costs of keeping stations on the air. But determining how much to charge a potential sponsor is based on the station's ratings-- how many millions of viewers a station or network has. Ratings companies perform audience research surveys on a regular basis. In the case of TV news, the larger the number of viewers they can promise an advertiser, the more money they can charge that advertiser to be on the station.

Thus, Fox News (to cite one example) could charge more money for a commercial than its competitors, since an advertiser's message will be seen by more people who watch cable TV. Similarly, NBC Nightly News, which often has the highest ratings on the broadcast networks (and whose ratings are higher than Fox's), could charge more than all of its competitors, since it can promise millions of viewers to any sponsor who wishes to advertise during the newscast.

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