CNBC Core Viewership Drops To Fresh Two Decade Low In November, Lowest Since 1993

Tyler Durden's picture


Lately, the CNBC management team and show producers, and certainly the Comcast C-suite, have been engaged in a flurry of activity: from the departure of the iconic money honey Maria Bartiromo, to the retention of virtually every nubile (and not so nubile) Bloomberg TV anchor, it seems the station that was once known for breaking and analyzing financial news is more focused on the perfect mix of TV anchors. Supposedly in lieu of relevant, actionable content, this will offset the boost viewership. Or so the thinking goes. Sadly this is the same sort of thinking that has made slideshows, kittens, and all-caps headlines an ubiqutous click bait fixture of web media. Unfortunately for CNBC (and perhaps explaining Bartiromo's decision to jump ship after decades of loyalty) it is not working. According to the latest Nielsen Research data, in November, CNBC's core 25-54 demographic saw its fourth consecutive month of declines, and dropped to just 31,000 - a declined of over 40% from a year earlier, and the lowest since February 1993: a fresh 20 year low.


Some other highlights. CNBC has seen a constant decline in its viewership starting with 2008 when it attracted a total of 274,000 viewers, and 88,000 in its demo, for its full day audience. Subsequently viewership dropped as follows:

  • 2009: P2: 226,000; 25-54: 75,000
  • 2010: P2: 208,000; 25-54: 65,000
  • 2011: P2: 199,000; 25-54: 60,000
  • 2012: P2: 171,000; 25-54: 52,000

And the full 2013 breakdown: P2: 147,000; 25-54: 42,000.

In short - total viewership has plunged by 46% in the total audiences, and by 52% in the demographic over the past five years. Which incidentally follows the volume of the "stock market" nearly tick for tick.

What this means is that Bartiromo may have been the latest high profile departure from the station, but she certainly won't be the last one - the writing on the wall is very clear.

The "good" news is that one can expect progressively more eye candy to grace the mute ticker, as instead of focusing on the only thing that matters to viewers - content - the station follows virtually all other dying legacy (and social) media in pursuing the lowest common denominator, which usually comes in high heels and a mini skirt.

Finally, if interest in CNBC is indeed comparable to overall retail (and institutional) participation in the market as many believe, then not only is the retail investor not coming back, ever, contrary to what the doctored propaganda from assorted funds would like to represent (because strength is always in herds, pardon, numbers) but Bernanke better hope that the "BT(F)D mentality" so eloquently popularized by the abovementioned now ex-CNBC anchor, never departs or else there will be nobody to pick up the pieces on the way down when the selling begins.

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Tue, 11/26/2013 - 23:44 | 4192798 gold mans sack
gold mans sack's picture

Free Francis Sawyer

Tue, 11/26/2013 - 23:57 | 4192816 ACP
ACP's picture

Murdoch should just put CNBC out of its misery and hire Santelli.

Would that be the ultimate fus ro dah, off the cliff death blow, or what?

Wed, 11/27/2013 - 00:31 | 4192891 TruthInSunshine
TruthInSunshine's picture

cnBSc has been really scraping the gutter, even by its own past lowly standards, for quite some time now.

This is probably why that lard ass, Maria Bartiromo, recently took her badonkadonk on over to FAUX Business Channel.

Wed, 11/27/2013 - 00:47 | 4192924 wee-weed up
wee-weed up's picture

CNBC is Obungler's biggest cheerleader!

Wed, 11/27/2013 - 00:49 | 4192930 wintermute
wintermute's picture

CNBC should watch RT and learn what the financial news really is, and how to report it properly.


Wed, 11/27/2013 - 01:52 | 4193009 icanhasbailout
icanhasbailout's picture

There's only so many ways you can rephrase "BTFATH" before people get it already.

Wed, 11/27/2013 - 02:24 | 4193035 bigkahuna
bigkahuna's picture

Buy The F'ing All Time High --> for anyone who was not sure.

Wed, 11/27/2013 - 07:54 | 4193241 GetZeeGold
GetZeeGold's picture



I'm definitely seeing a double top in that chart.....if I could short CNBC.....I would.

Wed, 11/27/2013 - 15:20 | 4194356 daveO
daveO's picture

Time to short was when they hired Jim C. He had 'fake' written all over him. I remember average people repeating his BS, and thinking the same thing as you, about 10 years ago.

Wed, 11/27/2013 - 02:27 | 4193037 Motorhead
Motorhead's picture

I guess even that Australian chick with the nice rack isn't enough to pull in the ratings.

The only thing that'll bring the viewers back is another dot-com-like bubble.  If everybody is making money in the market, then CNBC could have Joseph Goebbels and Lord Haw Haw on the floor of the NYSE and nobody would much care.  But it sure looks like retail investors have been burned too many times, so that bridge may have been burned.

Wait!  I know, I know, what CNBC really needs are more appearances by Dick "Oy Vey" Bove' or Fred "Iceland is great" Mischkin.  Straight as an arrow those fellas are.

Wed, 11/27/2013 - 03:02 | 4193052 Ham-bone
Ham-bone's picture

Finally, if interest in CNBC is indeed comparable to overall retail (and institutional) participation in the market as many believe, then not only is the retail investor not coming back, ever, contrary to what the doctored propaganda from assorted funds would like to represent (because strength is always in herds, pardon, numbers) but Bernanke better hope that the "BT(F)D mentality" so eloquently popularized by the abovementioned now ex-CNBC anchor, never departs or else there will be nobody to pick up the pieces on the way down when the selling begins.

Agree with the article and this paragraph until...when the selling begins...if there is no volume, if there is no market - then there is only a buyer with QEternity dollars to buy ever moar.  Serious, I have a funny feeling that much of the drop in volume is because a large part of the float is being "retired" just like the Treasury notes and bonds are being "retired" by the Fed.  Once purchased, these will never come back on the market and for all intents and purposes are dead...except for bonds they must be rolled but no issue once owned by the Fed or "foreigners" who are really represent the CB's...I have the funny feeling these equities are being retired and the total float is shrinking by trillions...nothing helps push prices higher than reducing the float and increasing the dollars with which to buy said float.  I have no proof but plenty of mud to sling.

When one thinks of the amount of liquid digital CB created 1's and 0's looking for a home...what should take place is at least an occasional equity sell off that ultimately drives interest rates lower...but since the equity market won't be allowed to sell off (so much liquidity), then not even a minor sell off is now possible to slosh money from risk to bonds so subsequently interest rates are higher (I know, 2.7% seems low...but think of Japan) and the Fed is slowing the very bubble they want to blow thus they can't slow bout the catch 22 of a centrally controlled market where you are coming and going all at once.  Being a market, the market(s) all by yourself must be confusing?!?  Just thinking of the reflexivity of trying to drive in so many directions all at once.

Wed, 11/27/2013 - 05:55 | 4193173 Supernova Born
Supernova Born's picture

From American Beauty:

Angela Hayes(CNBC): Yeah? Well, at least I'm not ugly!

Ricky Fitts: Yes, you are. And you're boring, and you're totally ordinary, and you know it.

Wed, 11/27/2013 - 07:42 | 4193233 Four chan
Four chan's picture

lol i havent watched in a few months, i flipped it on yesterday and couldnt beleive they still had things to talk about besides how much the fed was buying since thats all this market is and ever will be. market, snickers.

Wed, 11/27/2013 - 09:38 | 4193391 Crawdaddy
Crawdaddy's picture

I don't watch it at all unless someone posts a Santelli clip. I'm told they fired that Alan Baldwin guy.

Wed, 11/27/2013 - 03:46 | 4193103 Freddie
Freddie's picture

Only idiots watch CNBC and TV.   Why do people liked to be lied to and brainwashed by little serfs? Idiots actually pay for it too.

RT on the web is the best option.   F TV and F Hollywood.

Wed, 11/27/2013 - 04:49 | 4193144 Notarocketscientist
Notarocketscientist's picture

Tell Joe that

Wed, 11/27/2013 - 09:07 | 4193326 Keyser
Keyser's picture

I genuinely dislike that numbnut.

Wed, 11/27/2013 - 02:22 | 4193034 bh2
bh2's picture

I'm inclined to think Santelli (who first proposed a "Tea Party") will go to Fox.

Wed, 11/27/2013 - 03:56 | 4193115 Freddie
Freddie's picture

In short - total viewership has plunged by 46% in the total audiences, and by 52% in the demographic over the past five years. Which incidentally follows the volume of the "stock market" nearly tick for tick.

Volume?  LOL!  Maybe they can get the algos and robots to watch their shit?  

F CNBC and TV.

Wed, 11/27/2013 - 09:08 | 4193325 Ljoot
Ljoot's picture

> Free Francis Sawyer

Black Friday Sale!

Francis Sawyer 50% off.

Tue, 11/26/2013 - 23:49 | 4192805 Hulk
Hulk's picture

Articles about low CNBC viewership experience even lower readership  rate !!!

Wed, 11/27/2013 - 00:05 | 4192844 Xibalba
Xibalba's picture

in line with labor participation

Wed, 11/27/2013 - 02:53 | 4193059 Ratscam
Ratscam's picture

i guess viewership is up.

Wed, 11/27/2013 - 07:47 | 4193235 Running On Bing...
Running On Bingo Fuel's picture


Don't leave home without it.


Wed, 11/27/2013 - 08:53 | 4193304 Cacete de Ouro
Cacete de Ouro's picture

They have no idea, NO IDEA, what it's like out there!

Wed, 11/27/2013 - 03:45 | 4193104 Jumbotron
Jumbotron's picture

It's ok.  I'm sure CNBC's parent company GE is cooking up or war and/or a financial meltdown.

As the slogan goes....."GE....we bring good crises to light ."

Wed, 11/27/2013 - 09:06 | 4193321 Ljoot
Ljoot's picture

> GE is cooking up or war and/or a financial meltdown.

Or heating water with nuclear fission and/or a nuclear meltdown.


Wed, 11/27/2013 - 09:13 | 4193331 Singelguy
Singelguy's picture

GE sold NBC to Comcast a couple of years ago. Jeff Emmelt was Obama's biggest ass kisser so when Comcast took over, I was hoping the pro Obama propaganda would stop and be replaced by hard factual reporting and analysis. Alas, all we got was the same old shit. When will Comcast pull the plug on this shit show? I agree that RT is more interesting to watch.

Wed, 11/27/2013 - 09:21 | 4193351 all-priced-in
all-priced-in's picture

I think CNBC is now owned by Comcast.

Tue, 11/26/2013 - 23:50 | 4192806 nasa
nasa's picture

How about a live hanging of Cramer?   It would get me watching again...

Wed, 11/27/2013 - 00:03 | 4192841 knukles
knukles's picture

Maybe they could have him disembowel himself before the hanging.

Just a thought.

A quartering of Joe Kernan
And Sorkin, maybe a good turn of the rack before burning at the stake?

Wed, 11/27/2013 - 00:17 | 4192861 Double.Eagle.Gold
Double.Eagle.Gold's picture

Joe has a soul, he get's a pass in my book. Particularly if he's the next to take a walk.


I stopped watching when Dylan left.

Wed, 11/27/2013 - 05:36 | 4193163 disabledvet
disabledvet's picture

Dylan was good...he was on to this housing b.s. since day one. But what killed the "community" was the loss of even the pretense of journalistic integrity (same goes for fox I might add.) the folks with the money bought the propaganda has gone through the roof and reporting has dropped to zero. Maria still asks good questions...but at the wnd of the day there's no Walter Cronkite to remind people "we've lost the war." it's like..."yo, need to get out period" (and I'm the last person who should be saying that actually.) the informational value of the network still exists...they're the only market moving news on the Planet...even with darn near zero viewership and ZERO on-line presence it is still a must watch for traders and "company men." having said that they have ZERO communication strategy with the viewer and obviously wouldn't even know the concept of integrity (journalistic or otherwise) if it flashed a badge and said "today's the day we're gonna start arresting yuze guys." in other words they have utterly failed to create a bond of trust with the're better off watching Seinfeld or MASH re-runs. comedy is all about the pretense of truth...and great journalists delve deep into the incongruity of existence...especially your own.

Wed, 11/27/2013 - 09:43 | 4193399 Crawdaddy
Crawdaddy's picture

Television is full of Walter Cronkites today, which is the problem. Endless politicization of everything, ideology turned up to eleven, transforming the culture one twerk at a time.

Wed, 11/27/2013 - 00:10 | 4192850 ACP
ACP's picture

I'd rather see The Rock perform a duel midget tossing of both Cramer and Bloomberg off the Empire State Building.

Live, of course.

Wed, 11/27/2013 - 09:33 | 4193383 HowardBeale
HowardBeale's picture

How about shackling everyone at CNBC--including the gang of thugs that has already run (except Ratigan)--in times square, nude, and provide water-boarding equipment for any victims that happen to pass through. I know I would happen to pass through--just after drinking the biggest outlawed soda I could find...

Wed, 11/27/2013 - 15:32 | 4194417 daveO
daveO's picture

With his picture of Lenin, on one side, and one of Herman Goebbels on the other.

Tue, 11/26/2013 - 23:50 | 4192808 bubblemania
bubblemania's picture

Bullish for equities

Tue, 11/26/2013 - 23:50 | 4192809 Midas
Midas's picture

Lauren Lyster's legs could fix that voyeurship, I mean, viewership problem.

Tue, 11/26/2013 - 23:54 | 4192821 knukles
knukles's picture

And on top if it all, she's got a brain!

If the money honey were still at CNBS then none of this woulda happened.
rolling eyes

Wed, 11/27/2013 - 00:17 | 4192865 Double.Eagle.Gold
Double.Eagle.Gold's picture

I never punched a woman,

but I considered it every time Erin Bernett appeared.



Wed, 11/27/2013 - 00:22 | 4192874 Midas
Midas's picture

A-cup Erin.  Can women be douchebags or is it only men?

Wed, 11/27/2013 - 02:06 | 4193025 ebworthen
ebworthen's picture

I love an A-cup with an innocent face.

Erin with Mark Haines was watchable, but when push came to shove CNBC kissed Wall Street tossed Wall Street's rid of Dylan Ratigan and anyone who questioned the Ponzi scheme.

Now they don't have viewership because it's all bullshit and people know it.

Non-stop drivel except for the rare Santelli truth.

May as well go to Yahoo Finanace pages.

Wed, 11/27/2013 - 05:41 | 4193165 disabledvet
disabledvet's picture

Mark Haines died...and that place went with him. The folks who pay for those shows know it too. "all about the ME in Media" and never about trying to explain something to people...say like..."going over Niagra Falls in an inner tube is dangerous!" for example. I mean give me at least a back drop of Musk launching rocket number three so I can at least watch in real time what real money is. CRAZINESS!

Wed, 11/27/2013 - 06:38 | 4193200 WilliamJGreene
WilliamJGreene's picture

Joe must Go.

Wed, 11/27/2013 - 03:54 | 4193112 Jumbotron
Jumbotron's picture

Michelle is DEFINITELY NOT A-cup


Wed, 11/27/2013 - 09:47 | 4193411 azzhatter
azzhatter's picture

The thing with that MCC is she looks like she could give a good dirty porn star type blowjob and actually enjoy it. Nice sloppy one

Wed, 11/27/2013 - 10:07 | 4193458 Keyser
Keyser's picture

I dunno, there is something about her on-air persona that makes me want to slap the taste out of her mouth -or- perhaps just shove something in her mouth to shut her up. 


Wed, 11/27/2013 - 17:03 | 4194821 Jumbotron
Jumbotron's picture

Yeah...she is a self righeous bitch at times.  And too idealistic and ideological with the whole Libertarian theme.  Makes me think she worships at the altar of Ayn Rand.

Wed, 11/27/2013 - 02:27 | 4193038 yogibear
yogibear's picture

Lauren Lyster was much better on RT. 

On Yahoo she sounds like a female version of Henry Blodget.

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