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The stock market may be up but CNBC‘s ratings are way down. The 
problem is not just that CNBC viewership levels are slumping essentially across-the-board. The New York Daily News obtained Nielsen numbers showing the network’s core business programming, which airs from 6 AM to 8 PM, is down 10% in total viewers and 6% in adults 25-54 from April to April. And hard hit are marquee shows Squawk Box and Closing Bell, which are in their 4rd straight quarter of declines. According to these same Nielsen ratings obtained by the New York Daily News, from April 2011 to April 2012 Squawk Box is down 16% in total viewers and 29% in the all-important 25-54 demos. Last Tuesday, the show drew its lowest numbers of the year in total viewers — 99,000. CNBC last Friday announced the hiring of Cavuto executive producer Gary Schreier from rival Fox Business Network to helm Closing Bell which from April 2011 to April 2012 is down 16% in total viewers and 11% in the 25-54 demographic. Explanation for the problems? NYDN claims it’s more competition and less buzz from MVPs Maria Bartiromo and Andrew Ross Sorkin.
Editor-in-Chief Nikki Finke - tip her here.
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Proof positive that even the average American dolt understands that ‘trickle down’ doesn’t work. CNBC and pretty much all of cable news have made a living selling the corporate American world view, and I don’t think people are buying anymore. Didn’t cable lose about 15 per cent of it’s viewership last year? People get their news from the Internet and Comedy Central.
Thanks so much for saying this, I agree completely. So tired of CNBC, cheerleading for sociopathic entities gets really old, they need some real objective anchors and real reporting for a change. Have they not learned anything post meltdown?
I lost all hope for network television and the children who greenlight shows – years ago. Sadly, there is not much hope for cable – other than HBO and Showtime. Reality shows and the people in them have taken over our media and apparently now, the White House. No dignity, no class left at all in television or much in entertainment. IS sad testimonial of where our society is today.
Lots of folks are no longer watching TV as a whole, due to all the crap reality shows and programming that is occupying our airwaves and with the many choices we have in terms of channels and such, maybe it’s just getting way overblown now. CNBC & FBN can only spin the business sector so many ways before it gets dull and boring.
Too bad for CNBC. Problem is that most Americans won’t watch anything remotely connected to NBC News.
As long as MSNBC is around I want nothing to do with this of Liar Left Wing Nuts. Since Microsoft owns 50% of MSNBC I will not buy another product that is associated with Microsoft so I am off to Ap[ple unless Dell and others say goodbye to MSNBC>
Correct, if by “most Americans,” you mean the fringe who only want to hear their paranoia reinforced.
I think by “most americans” they are referring to the fact that out of almost 314,000,000 people in America only 99,000 watched “Squawk Box”. I’m not sure if 313,900,000 Americans can be labeled “fringe”.
People without jobs are liquidating their investments to live on, therefore they have no need to chase after the latest day-trader strategy being promoted by the talking heads on CNBC. Maybe if CNBC would work on being a useful financial news service vs. stock market cheerleaders they could stem the audience collapse.
Hard to get big ratings numbers when your core audience is the 1%.
I was clicking around news stations at the gym last week, and came across CNBC broadcasting a hockey game. HOCKEY! I didn’t understand it at the time, but if their ratings have gotten as bad as you say, this sort of makes sense.
Who needs them. I have 2 stock tickers and mobile access to my trading accounts on my phone and computer. I can get market news s million other ways than watching their scroll Did anyone think we were watching those monkeys for advice?
Maybe they learned that trickle down works just fine unless the federal government has it’s boot on the neck of corporations
As long as you have cheerleaders such as Cramer your numbers will continue to go down. Each morning at 9 ayem I switch over to Bloomberg after an enjoyable 0700 to 0900 segment. The whole program is getting stale, with the ‘do u know where your money is’ with Maria, a favorite of mine….. Program needs reworking, badly.
The on-air hype may be a reflection of the way CNBC runs things behind-the-scenes. I’m aware of one producer there who regularly threatens and bullies PR people if she is not given access to their client’s CEOs. If PR people don’t give her news in advance of other outlets she calls their clients and urges the client to fire their PR person or firm. This producer routinely makes up stories to tarnish the reputations of various PR people as payback for them not giving her CEO access and news ahead of other news organizations. A number of PR people (over 12 so far) have started to share and document their stories with each other about this producer and CNBC may have greater issues to contend with other than sinking ratings if some of these unethical tactics come to light. I bet CNBC’s legal department would freak if they knew one of their producers was putting them at such risk.
What mystifies me about CNBC is that intelligent conversation – about finance – generally just doesn’t happen. Everything feels so hyped-up and over-the-top. They cover this stuff like SportsCenter, not appropriate for people’s life savings ultimately. It’s hard to believe that this is the channel where Dick Cavett once had a great little talk show with guests like John Cheever and John Updike.
Don’t forget the departure of Erin Burnett, the passing of Mark Haines and the daily and almost hourly shoving-down-your-throat dose of Melissa Lee.
CNBC improved dramatically with the departure of Erin Burnett and the truly awful Dylan Ratigan.
They never seemed to understand what they were reporting. And I have a feeling their new shows aren’t setting any records.
And of course the ever entertaining modern day snake oil salesman Jim Cramer. How does this man still have a job?
Since Mark Haines died I quit watching Squak Box ,who wants to watch that a&&&e Jim Cramer at
7 in the morning.
Ratings are funny anyway with a network like this because the sample size for the audience is so small if one two people who have the ratings box stop watching the network that will greatly affect the ratings. The rating boxes are BS as they do not judge an audience’s true size whether its CNBC, FNC, TBS, ETC
cnbc has become a constant pitch from the different fund managers pushing their own interests. If they’re not singing the praises of Apple, then one of these clowns is on.
Simon Hobbs…nails on a blackboard
FWIW — I am an avid Squawk watcher, from 6a-9a. Love Becky Quick. I used to watch on TV. Now I subscribe on-line.
If a viewer switch to mobile devices from TV doesn’t explain it, maybe it’s because Joe Cernan now fancies himself a Tea Party conservative who is paid to pontificate wheile the rest of us cringe.
The sign the bear market has thoroughly run its course will be when Kramer and the rest of the CNBC knuckleheads are off the air (or at least vastly diminished.) The process is beginning, but we still have a ways to go.
The only reason on earth to have a 24/7 financial “news” (i.e. financial products infomercial) channel is because the securities market in general and trading in particular is completely overblown.
CNBC is an artifact of a stock mania that began in the early 80s. When the mania is over, so will CNBC.
Inow watch CNBC ‘squack box’ without the sound. I realized this way the programming is more palatable. Wonder if Joe, Becky and Andrew ever wondered if anyone would watch them without the ‘ticker tape’ being flashed on the screen?