Categories: OLD Media Moves

CNBC has worst quarter in 20 years

Matt Wilstein of Mediaite reports that business news channel CNBC just had its worst quarter in 20 years in terms of ratings.

Wilstein writes, “The network hit a 20-year ratings low in the coveted 25-54 demo over the last three months. With just 38K viewers in the demo for total day, the network had its worst ratings since the first quarter of 1993. That figure was also a 24% drop from Q3 2012 when CNBC had 50K in the demo for total day.

“While not as dismal, the numbers for total viewers were not that much better. With 133K total viewers in total day, CNBC had its lowest quarter since Q2 2005. It was a 19% drop from last year when the network had 164K total viewers in total day.

“The following shows all saw their lowest-rated quarter ever in the demo: Squawk Box (6-9a), Power Lunch (1-2p), Street Signs (2-3p), Fast Money (5-6p) and Mad Money (6-7p). And these all had their lowest-rated quarter ever in total viewers: Squawk on the Street (9-11a), Fast Money Halftime Report (12-1p), Closing Bell (4-5p) and The Kudlow Report (7-8p). The only show that did not have an all-time ratings low was the 3-4pm hour of Closing Bell with Maria Bartiromo.”

Read more here.

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.

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Johnny says:
October 6, 2013 at 12:14 pm
Here's why: When CNBC hit its stride in the mid and late '90s, it did so as an everyman's financial network. But since then, it's morphed into a news channel for day-traders and Wall Street professionals. As these numbers reveal, the network's approach to content doesn't appeal to a broad enough audience. Self-inflicted wounds.