Categories: OLD Media Moves

CNBC signs deal for Arbitron to measure its out-of-home audience

Business news network CNBC has signed an agreement whereby ratings firm Arbitron will measure the size of its viewers outside the home, reports David Goetzl of Media Daily News.

Goetzl writes, “The financial news outlet joins a host of Turner networks receiving the data, which is drawn from an Arbitron panel of about 70,000 people using portable people meters.

“The service gives CNBC a chance to ‘quantify a previously unmeasured audience of young and affluent viewers who watch CNBC at work,’ said Arbitron COO Sean Creamer on an investor call Tuesday.

“In addition, Arbitron said ESPN has signed a new three-year deal to use Arbitron data for insight into cross-platform consumption of college football and NFL games — on TV and radio. That includes TV and radio in and out of the home.

“A study on cross-platform usage of TV, online and mobile for the Coalition for Innovative Media Measurement should yield an initial report in the next few weeks, Arbitron said.”

Read more here. The Nielsen ratings that Talking Biz News publishes regularly for CNBC and rival Fox Business Network only includes home viewership.

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.