Categories: OLD Media Moves

CNBC dominates media for financial advisers

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.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.