Episode
Can GB News scale its advertising business? With chief revenue officer Ross Sergeant
- Podcast
- The Media Leader Podcast
- Published
- Mar 23, 2026
- Duration seconds
- 3972
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Summary
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…