CNBC Viewership Plunges 50% In October

Tyler Durden's picture

If anyone wants to know why CNBC anchors are so pale and nervous these days, look no further. As Comcast CEO Brian Roberts considers what to keep and what to, well, cut, post his digestion of NBC Universal (assuming deal rumors are true naturally) his eyes likely cast casual nervous glances at Nielsen reports of CNBC viewership. Yet his nervousness is quite minor compared to what actual employees must be feeling after Nielsen reported a 50% plunge in CNBC vierwership in October year over year. Specifically, CNBC has experienced a massive 52% decline in overall viewers during business day hours (5 am - 7 pm), and a not much better 49% drop in its demo (25-54) in the month of October as compared to last year. Specific shows that are likely to follow the fate of Dennis Kneale's recently cancelled 8pm gobbledygook are likely the Kudlow Report and Mad Money, which are down 59% and 56%, respectively.

While one can speculate about the causes of the drop (call it readers who can read between the propganda teleprompter lines), one thing the drop does explain is why CNBC has had to recently resort to advertising products for incontinence among other bodily malfunctions.

As always, Zero Hedge wishes the network a speedy recovery and a return to what it does best: reporting the news, without bias, without propaganda, and without an agenda. Once that happens CNBC and its new/old owners may be surprised how quickly its rating will return to normal.


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AR's picture

Call it:  Poetic Justice, Law of Karma, or What goes around, comes round.  Any way you look at CNBC (the Cramer's, the Liesman's, the Pisani's, or any other of their pompous, idiotic taking heads) -- and this network is reaping what they sown.  Poetic.  Maybe Martha Stewart's network or DIY could pick them up for late night "infomercials."

KawKaw's picture

Too bad we can't post sound wave files...the laugh from Nelson from the Simpson's comes to mind:


VegasBD's picture

Remember when a snippet of truth leaks out of CNBC how much the ratings blow up.....santelli getting pissed at obama in the pits that one day.


Give santelli his own show and see where the viewers flock to

Cognitive Dissonance's picture

Give santelli his own show and see where the viewers flock to.

Ironically by doing so CNBC would be admitting to exactly what they are desperately trying to deny, that they are a pom pom shaking propaganda pushing "bidness" network for the Ponzi.

Sometimes you're so far into the lie that you can't admit you're lying without committing suicide. At least in your own mind. For everyone else, you're simply returning to sanity.

This is why you fire the coach or CEO, so everyone in the organization can finally say what everyone outside the organization already knows.

nope-1004's picture

Me thinks CNBC viewership is akin to the lack in volume...... most 'normal' investors have simply tuned out the market and CNBC at the same time.

The markets are being driven by robots, not the classic investor.  Unfortunately, robots do not qualify as a "viewer" in the Neilson ratings.

I bet by next spring they will, though.

Anonymous's picture

most excellent point.....

geopol's picture

Not only content free bullshit, but the market now resembles a two bit traveling carnival, full of medicine barkers..


Tough to report on that shit objectively..

Anonymous's picture

That is exactly right, when the markets tanked their viewship skyrocketed. Now that the markets have gone the other way....and you're right also, by next year things will have changed yet again. This ridiculous rally is over.

Anonymous's picture

You are quite correct.

Pamela Anderson's picture

Erin "Joe Biden" Burnett.... just a matter of time before she says something really stupid.

Cognitive Dissonance's picture

You mean she hasn't yet? Sorry but from my point of view, she's in the danger zone on the stupid meter daily with a pop here and there into thermonuclear dumb ass danger-to-self-and-humanity stupid.

Howard_Beale's picture

Do you have the equivalent Bloomberg numbers? Just curious since viewership always goes down when the market isn't tanking. Of course that doesn't make up for the fact that CNBS has become the opinion house of morons instead of a news reporting organization but I'm still curious about Bloomberg's numbers.

Dixie Normous's picture

It would be good to see Bloomberg's numbers.

My bet is they are hurting given that they've gone to more color and less info on their whole set-up. (moreover, their website is cheerleader central)

The whole Margaret Brennan, strutting across the stage at the beginning of her show every morning is funny/sad.


Anonymous's picture

I'm so tired of reading Bberg headlines that say futures are up because of "optimism." It makes me want to stab the monitor.

DrPsycho's picture

"they've gone to more color and less info"


OK, I'm learning the new jargon now:  "color" is the new word for "spin", which was the new word for "lie" it.

Anonymous's picture

the top was in when Becky "homewrecker" Quick, was asked to go on Letterman.....pathetic...

geopol's picture

It's very simple,,As Gerald Celente said, when people have nothing to lose "they lose it" and the last thing on their mind is investing, in any way.. Are you going to tell me that there are a majority of American in this market,,,cut the shit,,,no one is in this bizarre... Except HFT and fucking stealth goons....


Foreign equities, where you get 25% dividends with PE Ratio of 5 to 1 and take advantage of the currency plunge of the dollar. 

blueskyscottsdale's picture

agree with your last sentence. My portfolio is 100% foreign equities which are growing revenues at 25%-75% per year and with PEs of less than 10. There are plenty of value plays in the world with very compelling multi-year growth data. Unlike US stocks, they are actually growing revenues at a fast clip.

Green Sharts's picture

My portfolio is 100% foreign equities which are growing revenues at 25%-75% per year and with PEs of less than 10. There are plenty of value plays in the world with very compelling multi-year growth data. Unlike US stocks, they are actually growing revenues at a fast clip.

What a load of BS.

Anonymous's picture

right, year over year ratings declines need context. viewership was probably up across all the biz networks last fall as everyone was paralyzed watching the economic train wreck. For full context, Bloomberg numbers would be interesting - both now and from last Oct.

Like for the news outlets - if there's no news, ratings inevitably go down - so we get balloon boy hyped up events - manufactured news. The business nets - regardless of orientation - are also enslaved by market cycles and news.

From that perspective, ratings may be a good way to value advertising - but they are not a good way to measure the value of content.

Assetman's picture

What's ironic is that there's plenty of news out there worth investgating-- especially in the business and finance world.  It's just that there are very few journalists willing to do the deep digging to uncover some ugly truths.  So we get Balloon Boy in all his splendor.

For those jornalists willing to make the leap, ZH would be a great starting point. 

It just won't ever be shown on CNBC.

etrader's picture

More outfits like fridays then...

High Hem line Ms Quick,

Skin tight white MCC's

Maybe easier just to give Ms Drury a pay rise and put her US prime....


GlassHammer's picture

I thought CNBC was just the name of a time slot dedicated to advertisements. I learn something new every day.

Fritz's picture

I thought it was the snuggie channel.. co-sponsored by ecomagination

ZeroPower's picture

I sincerely hope the whole network is cancelled.

koaj's picture

october 08 was a very different time than october 09 btw the bailouts, lehman blowup, aig etc

a year ago, people looked to cnbc to make sense of all of this, now they come to zero hedge and denniger. a crazy year

koaj's picture

to add....santelli v liesman or pento v liesman should be required watching for all college econ students

Anal_yst's picture

Exactly.  To get a more level read we'd have to compare October '07, '08, and '09; if memory serves correctly 10/08 was probably CNBC's highest rated month since inception.

tradertim's picture

a little more cleavage from the cnbc girls should improve ratings for a month or so.

contrabandista13's picture

you must mean less cleavage from those skanks @ cnbc....  

Cognitive Dissonance's picture

At this point, the only way they'll be able to put lipstick on this pig is to kill said pig live and serve it with a salad to MCC and Beaker.

Anonymous's picture

You actually WANT TO see CNBC women? i'd rather harpoon a whale at a bar... unless you are talking about giving a CNBC gal a backdoor delivery as a hate f...

Geeze, those CNBC woman are about as sexy as the Pontiac Aztek.

bonddude's picture

I think we're just gonna have to see some

skin. MCC, Becky, that chick from OZ...deep dive frontal tops...let's go !


Ad Hoc Directors of Programming

Anonymous's picture

Trying to visualize more skin from BQ all I can see is a plucked chicken...........YUCK.......

mule65's picture

LOL -- Warren loves it.

casino capitalism's picture

I notice some of them showing up on MSNBC now (although not during Dylan Ratigan's show thankfully).  Melissa dipsh!t shows up more and more.  They should hit the unemployment line.

Miles Kendig's picture

The anchorettes on CNBC can always try for a coveted spot as a "Comcast - On Demand lead in girl" slinging pay per view IF they are lucky enough to actually have Comcast save the NBC flea ridden dog from its three day fate and take it home.

bonddude's picture

Holy Crap !

People actually demand to see That ?!!!?


Anonymous's picture

Can we limit Steve Liesman and Maria's compensation and bonus? GE used most of the TLGP. where is the outrage???

Anonymous's picture

anything to get rid of krudblow....but as someone noted the times have changed and i doubt that viewership has dropped because the iq and sensibilities of potential viewers has risen....there will be no iq bubble to interfere with ratings...

monmick's picture

One of the last 2 remaining viewers got up to go to the washroom?

DaddyWarbucks's picture

HoHoHoHo.... We're just waiting for the flush.

lsbumblebee's picture

"Lowest rated sitcom on the tube!"

- Entertainment Weekly

Hondo's picture

short them like C

SDRII's picture

CNBC just had someone on saying the the $ has nothing to do with interest rates. He then goes on to sight Oct '08 - wow

Howard_Beale's picture

And they always shut Pento up like he's a worn out GE appliance. They just show the poor guy's face and don't even let him talk anymore. When the next leg down starts in earnest, of course he will be co-hosting Squawk with Chanos and Einhorn. 

LiquidBrick's picture

But they always let Peter Schiff talk all he wants.

Schiff gets all his points in, noone shuts him up and he is markedly right.


Cursive's picture

Just die already.

Steak's picture

The fact that Kudlow is the worst performer is a bit dismaying.  His show more than any other on CNBS features intelligent debate and gives all guests more than the usual 35 seconds available to anyone trying to make a point.  Even if most his guests are koolaid drinkers, he gives opposing viewpoints ample time to make their case.  And he never has a decabox.

Unfortunately I don't see how a CNBS producer looks at these numbers and doesn't conclude they need more decabox and shorter soundbites.


Anonymous's picture

Very true, Steak. Kudlow himself is a broken record, but he does have good guests. The network as a whole seems to be headed toward the Dem vs. Repub screamfest model -- as if we don't already have enough of that. The "interview" of Jerry Brown the other day was embarrassing for them. If they covered topics like ZH does and Taibbi does, they'd get the viewers. But that would mean they'd lose all the financial backing of Wall Street. Rattigan on MSNBC does seem to be moving in that direction; I don't know how his ratings are doing.

All kidding aside, once an outlet like ZH starts up a streaming video service live on the web during market hours, they will probably surpass CNBC and Fox Business. Until that time, a market will remain for cable business news channels. (I remember back in the day setting my VCR to record FNN during work hours so I could watch it when I got home.)