Michael Ide of ValueWalk.com reports, “Lou Dobbs also bested his rival, CNBC host Larry Kudlow, in both total viewers and the advertising demo. This news is another blow against the network, which just had its worst quarter in twenty years.
“Maria Bartiromo and Bill Griffith’s Closing Bell was the worst performer, with 58 percent fewer viewers in the demo than FBN’s After the Bell from 4pm to 5pm, and 38 percent fewer than Countdown to Closing Bell from 3pm to 4pm. Fast Money had half as many viewers in the demo as Money with Melissa Francis, and Street Signs had 38 percent fewer viewers than FBN’s Markets Now. FBN has been outperforming CNBC for a while now, but this is the first time they managed to completely sweep the afternoon shows in the demo.
“CNBC, the channel that calls itself ‘First in Business Worldwide,’ now looks like it’s second behind FBN in the afternoon, and will need to do something drastic if it is going to recover its dwindling audience. Their problems have extended back at least a couple of quarters, and there were rumors over the summer that Kudlow might be replaced with someone.”
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