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As part of its Super Bowl coverage this weekend, Fox intends to run a brief advertisement for comic Greg Gutfeld's Fox News late-night programme.

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Given the high asking price for airtime during the big game, which will be broadcast nationwide on Sunday night and is routinely viewed by tens of millions of people each year, the placement of the commercial for "Gutfeld!" is noteworthy.

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The 20-second ad makes reference to this by chopping out a crown-wearing Gutfeld after he greets America and replacing it with the narrator's apology that "these advertising are expensive."

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With a new weeknight programme that has outperformed much of the competition in the ratings, Gutfeld has recently made a name for himself in the late-night scene.

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With a new weeknight programme that has outperformed much of the competition in the ratings, Gutfeld has recently made a name for himself in the late-night scene.