Categories: OLD Media Moves

Where are CNBC's young viewers going?

Jeff Bercovici of Conde Nast Portfolio wonders Wednesday what’s happening to business news network CNBC‘s young viewers.

The network has reported February viewers between the ages of 25 and 54 fell during its prime daytime shows.

Bercovici wrote, “Two television analysts, meanwhile, said a variety of factors seemed to be at work. For one thing, ‘[i]t’s within the realm of possibility that it’s just a random fluctuation,’ says Horizon Media’s director of research, Brad Adgate. ‘It could just be something within the Nielsen sample.’

“‘These shifts could be statistical and not a real change because the cable numbers aren’t very big,’ agrees Shari Anne Brill, director of programming at Carat.

“On the other hand lies the possibility that Fox Business Network has been kidnapping some of its rival’s most desirable eyeballs. Although FBN has been far from a ratings juggernaut in its first five months, it has had success poaching CNBC’s talent.

“‘Viewers are habitual,’ says Brill. ‘They like their hosts and they like their anchors. Some viewers may have followed CNBC’s talent to the new destination.'”