Competing for audience attention in today’s streaming landscape is harder than ever. That’s why VIZIO works closely with programmers to develop new and creative ways to help their programming rise above the noise, leveraging the power of the VIZIO Home Screen.
So, when FOX wanted to deliver a bold and immersive new launch experience for the highly anticipated return of the Fear Factor franchise with Fear Factor: House of Fear, they turned to VIZIO. While in the campaign ideation process, VIZIO worked integrally with FOX to create a holistic, engaging experience, setting the stage for an entirely new addition to the VIZIO Ads suite: Home Screen Highlight.
Introducing VIZIO’s Home Screen Highlight
Highlight turns the VIZIO Home Screen into a cinematic stage for media and entertainment tentpoles, adding a custom thematic background that frames premium takeovers and creates an unmistakable launch moment the instant the TV turns on. The experience was purpose-built to help studios, streaming apps, and networks extend creative beyond traditional ad placements, uniting Home Screen inventory to clearly signal premieres, debuts, and major releases.
Known for pushing creative boundaries, FOX’s activation brings Highlight to life with a splashy Hero unit featuring animated autoplay video. This was supported by an on-brand custom background with animated bees and bugs woven throughout the Home Screen placements, alongside Discover Reveal and Spotlight inventory. The result is a bold, cohesive, high-attention experience that captures viewers at the very start of their discovery journey.
Reintroducing a Franchise Built on Edge-of-Your-Seat Moments
Fear Factor: House of Fear premiered January 14, 2026, reinventing the iconic franchise with host Johnny Knoxville, bringing contestants under one roof to face extreme stunts, psychological endurance tests, and social strategy in a high-stakes competition for a grand prize. The reboot stays true to Fear Factor’s adrenaline-fueled DNA while evolving the format for today’s audiences who expect immersive, always-on entertainment experiences.
FOX’s VIZIO experience launches alongside the series debut, beginning with Home Screen Highlight and a Hero Takeover to capture early audience attention. On January 21, the full activation unfolds across the Home Screen—layering Highlight, Hero, Discover, and Spotlight Highrise takeovers with animation throughout the user journey for a fully immersive launch moment.
To complement the new season, FOX is taking over the Shows Collection on VIZIO, giving viewers a single destination to watch the new series. This holistic activation resulted in a highly-engaging experience that not only drove awareness and tune-in ahead of the premier, but kickstarted the return of a brand. By extending the show’s visual identity beyond standard ad units and into the fabric of the Home Screen itself, FOX was able to create a bold, high-impact presence that met viewers the moment they turned on their TV.
Why It Matters
The future of TV starts on the Home Screen, and this activation highlights a broader shift in TV advertising towards integrated, experience-driven storytelling.
As networks look to break through fragmentation and streaming fatigue, the Smart TV Home Screen is emerging as one of the most influential touchpoints in the media ecosystem.
With innovations like Home Screen Highlight, VIZIO Ads is helping partners transform major content launches into immersive living-room moments, connecting storytelling, scale, and attention in one place.
Brands and content owners can now surround and immerse viewers with storytelling before they even select an app, amplifying the Home Screen’s status as a powerful launch surface for premium content moments, brand launches, and more.
Stay tuned for more details on Home Screen Highlight and how VIZIO Ads is redefining what’s possible on the biggest screen in the home.