Can GB News Scale Its Advertising Business? With Chief Revenue Officer Ross Sergeant

Why It Matters

Sergeant’s appointment could convert GB News’ rising viewership into sustainable ad revenue, challenging traditional UK broadcasters and expanding the market for politically diverse content.

Key Takeaways

• Ross Sergeant appointed chief revenue officer at GB News.
• GB News narrows losses, posting double‑digit revenue growth.
• Audience share now exceeds BBC and Sky in seven of eight months.
• Brand‑safety concerns keep large advertisers wary of GB News.
• Sergeant plans B2B marketing push to unlock advertiser confidence.

Summary

The Media Leader podcast introduced Ross Sergeant’s move from global media agency Allwin to GB News as chief revenue officer, a shift framed as a pivotal moment for the fledgling broadcaster. GB News, launched in 2021, has so far burned through £131.5 million but recent double‑digit revenue growth and narrowing losses suggest an inflection point, while audience metrics now beat both BBC News and Sky News in seven of the last eight months. The conversation highlighted two core challenges: persistent brand‑safety concerns that deter major advertisers, and regulatory scrutiny after an investigation labeled GB News as “reform TV” with alleged Ofcom breaches. Sergeant acknowledged these reputational hurdles, noting that advertisers remain skeptical of the channel’s political positioning and content tone. Sergeant emphasized his philosophy of humility in media‑owner relationships, recalling initiatives like media‑owner innovation awards that foster goodwill. He argued that GB News offers a unique “white‑space” for diverse opinions, positioning the channel as a B2B marketing case where clear storytelling and transparent performance data are essential to win over agencies and brands. If Sergeant can translate audience growth into a credible, brand‑safe narrative, GB News could unlock a new revenue stream, reshaping the UK advertising landscape and reinforcing media pluralism. Success would also validate the broader strategy of leveraging politically distinct outlets to attract advertisers seeking differentiated audiences.

Original Description

Earlier this month, Allwyn’s global media director Ross Sergeant announced he would be joining GB News as its chief revenue officer.

The appointment comes amid what Sergeant has referred to as an “inflection point” for the company. GB News has cumulatively lost £131.5m since its inception in 2021, with funding provided by owners Sir Paul Marshall and Dubai-based investment firm Legatum. But losses have been narrowing amid double-digit revenue growth and audiences have been growing as well. According to Barb figures, GB News has beaten both BBC News and Sky News in average audience and audience share in seven of the last eight months.

But with growth comes scrutiny – from us here at The Media Leader and elsewhere. An investigation by Alan Rusbridger at The New World last week found that “GB News has essentially become Reform TV”, while broadcasting regulator Ofcom has “more or less given up the ghost”.

Not only is GB News regularly airing incendiary, biased political views that align with the Reform Party — including by employing the party's sitting MPs, such as Nigel Farage, as presenters — but it’s also arguably doing so in contradiction of Ofcom regulations that, seemingly, aren’t being enforced.

The Media Leader wanted to raise these topics and more with Sergeant, who is now being tasked with selling GB News to advertisers. Many such advertisers, particularly larger brands, have been skittish over concerns around brand safety and suitability and the nascent nature of the fledgling broadcaster.

Highlights:

1:43: Sergeant's background in media and why he joined GB News.

13:30: Is GB News 'Reform TV'?

24:40: Flouting Ofcom rules and incendiary rhetoric — does GB News have a brand safety problem?

39:23: GB News's growing audience and Sergeant's blueprint for making the broadcaster profitable.

50:42: Considering the state of the wider TV market and GB News's sales strategy within it.

Related articles:

Ross Sergeant joins GB News as chief revenue officer amid growth push (https://uk.themedialeader.com/ross-sergeant-joins-gb-news-as-chief-revenue-officer-amid-growth-push/)

Twitter on TV: the real reasons why advertisers avoid GB News (https://uk.themedialeader.com/twitter-on-tv-the-real-reasons-why-advertisers-avoid-gb-news/)

Screen scandal: How Ofcom lets GB News get away with it (The New World) (https://www.thenewworld.co.uk/alan-rusbridger-screen-scandal-how-gb-news-gets-away-with-it/)