Categories: OLD Media Moves

Variety: Bartiromo won’t help Fox Biz ratings much

Brian Steinberg of Variety writes that the launch of Maria Bartiromo‘s new show, “Opening Bell with Maria Bartiromo,” on Fox Business Network won’t help it gain many more additional viewers.

Steinberg writes, “For Fox Business Network, the hire is a big, and likely expensive, maneuver. While the network has notched audience growth over its six years, CNBC retains a sizable lead. Another big name FBN has lured, Lou Dobbs, has maintained his cachet, but has not mustered the viewership numbers he enjoyed at CNN.

“‘In terms of ratings, it is likely that a small percentage of people will follow Maria over to her new morning slot at FBN, but I don’t think it’s going to make for a huge ratings boost,’ said Billie Gold, vice president and director of buying and programming research at Carat, a large ad-buying firm that counts General Motors among its clients. One of the issues, said Gold, is distribution. By her estimates, CNBC reaches about 82.3% of U.S. TV homes while Fox Business reaches 66.6%.

“Bartiromo’s arrival adds luster to the FBN lineup, said Kevin Magee, the network’s executive vice president, and helps cultivate a viewership advertisers want. ‘What we have is a very good audience in that it is a very wealthy audience, and that’s very attractive to advertisers. It’s not a pure numbers game. It’s the quality of the audience, not the overall size.’

“Executives at Fox Business owner 21st Century Fox hope Bartiromo’s arrival heralds a new chapter for FBN. ‘I do think Fox Business is really beginning to hit its stride,’ said Chase Carey, 21st Century Fox’s chief operating officer, during a recent conference call with investors. ‘I think Maria Bartiromo is going to add a great dimension to it. We continue to strengthen distribution agreements to Fox Business. I think that channel really has an increasingly exciting future, as it really begins to carve out a space with the distribution platform finally fully in place.'”

Read more here. And here is the video of the first show, which aired Monday morning.

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.

Recent Posts

Economist’s Bennet, WSJ’s Morrow receive awards

The Fund for American Studies presented James Bennet of The Economist with the Kenneth Y. Tomlinson Award…

4 hours ago

WSJ is testing AI-generated article summaries

The Wall Street Journal is experimenting with AI-generated article summaries that appear at the top…

5 hours ago

Cohen joining Bloomberg Tax

Zach Cohen is joining Bloomberg Tax to cover the fiscal cliff and tax issues on…

5 hours ago

Avila named interim editor for Automotive Dive

Larry Avila has been named interim editor for Automotive Dive, an Industry Dive publication. He…

6 hours ago

Reuters seeks a fact-checking editor

Reuters is seeking an experienced editor to take part in our fact-checking project and support the…

8 hours ago

Making financial news more accessible

CNBC Make It reporter Ashton Jackson writes about ways to make financial news more accessible to consumers.…

20 hours ago