Media Moves

CNBC dominates media for financial advisers

October 31, 2011

Posted by Chris Roush

CNBC is the dominant business and financial media brand for financial advisers across all measured platforms with CNBC’s TV, web and mobile properties ranking No. 1 or No. 2 among all measured media, according to research released Monday by Lieberman Research.

The study reveals that four out of five financial advisors take actions based on content that they’ve seen on CNBC.

“This study provides a deeper insight into the behaviors, personalities and work styles of financial advisors and the most effective means to reach this influential group,” said Tom O’Brien, CNBC’s chief revenue officer, in a statement. “It also further demonstrates that financial advisors are highly engaged with CNBC and rely on its multiple platforms for business and financial information.”

The study identified four segments of financial advisors, each with their own attitudes and needs: aggressive and ambitious Hustling Hotshots; relationship-oriented Portfolio Pals; analytical Spreadsheet Surfers; and established and content Grey Lions.

The study provided a view into the business approach of each of these four segments and profiled their media consumption habits.

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