Frank DiGiacomo of the New York Daily News writes Sunday about how CNBC executives are worried about ratings declines for two of its star anchors — Andrew Ross Sorkin and Maria Bartiromo.
DiGiacomo writes, “According to Nielsen ratings obtained by Gatecrasher, from April 2011 to April 2012, ‘Squawk Box’ is down 16 percent in total viewers and 29 percent in the important 25-54 demographic bracket that advertisers buy.
“On Tuesday, the show drew its lowest numbers of the year in total viewers — 99,000.
“The source noted that the business-for-breakfast show is in its third straight quarter of ratings decline, and added the drop coincides with the addition of vaunted New York Times Dealbook editor and ‘Too Big to Fail’ author Sorkin, 35, who started with ‘Squawk Box’ on July 18.
“Although one source familiar with the situation tells us ‘Sorkin is working his tail off at the show,’ another insider says, ‘There’s a lot of talk that Andrew is not bringing them what they thought he was going to bring them: ratings and buzz. He’s not bringing them scoops.’
“The source adds that CNBC is ‘up in the air about what to do with Sorkin,’ but notes, ‘They’re coming to the conclusion that he makes a better guest than host.'”
