This page has been archived and commenting is disabled.

CNBC's SquawkBox Has Lowest Nielsen Rating In Its History

Tyler Durden's picture




 

Days after Zero Hedge broke the news that CNBC had just suffered its worst ever ratings year in 2014...

 

... we weren't at all surprised to read in the WSJ that "CNBC will no longer rely on TV ratings specialist Nielsen to measure its daytime audience, beginning later this year. Instead, it has retained marketing and research firm Cogent Reports for the task."

WSJ further reported that "CNBC’s daytime Nielsen ratings, which always have been relatively small, have fallen sharply over the past decade. In 2014—its least-watched year since 1995—CNBC had an average audience of 177,000 people from the hours of 9:30 a.m. and 5 p.m., according to Nielsen. That is down 17% from an average of 214,000 viewers in 2004, and it is a drop of 13% from 2013."

It has gotten so bad WSJ is now actively losing leverage, and money, when discussing ads: "Executives at CNBC said they were leaving money on the table with advertisers and they needed to make a change. “Nielsen has never measured us accurately,” said CNBC President Mark Hoffman. “If we can’t count the people the right way we can’t get paid the right way.”"

The problem, for Mr. Hoffman and CNBC's ad revenues, is that Nielsen is still counting it audience in whatever way every other TV network that uses Nilsen is ok with, annd the results are, well, unfortunate.

As the following update of CNBC's perhaps most popular (if least watched, lagging even Mad Money) day breaking segment, SquawkBox, the show that features Joe Kernen, Becky Quick  and Andrew Ross Sorkin just suffered its worst quarterly Nielsen rating in the prime, 25-54 demo, in the show's history.

 

Perhaps moving to NYC from Englewood Cliffs in order to procure more "valuable" guests wasn't quite the viewership panacea CNBC had hoped it would be, unless of course said move was merely predicated by budgeting considerations as a result of the above.

 

- advertisements -

Comment viewing options

Select your preferred way to display the comments and click "Save settings" to activate your changes.
Tue, 03/31/2015 - 17:52 | 5946772 Youri Carma
Youri Carma's picture

“It’s not the votes that counts but the one who counts the votes”, Stalin once said.

"… we weren’t at all surprised to read in the WSJ that “CNBC will no longer rely on TV ratings specialist Nielsen to measure its daytime audience, beginning later this year. Instead, it has retained marketing and research firm Cogent Reports for the task.”

Tue, 03/31/2015 - 18:38 | 5946871 Chuck Knoblauch
Chuck Knoblauch's picture

Mark Haines spoke the truth and crushed Barney Frank

https://www.youtube.com/watch?v=LrAY3ZxVOH4

You don't see this anymore!

Tue, 03/31/2015 - 18:39 | 5946873 Barry McBear
Barry McBear's picture

Becky has to be the most boring person on television.

Tue, 03/31/2015 - 18:41 | 5946879 Chuck Knoblauch
Chuck Knoblauch's picture

She collects her check and goes to the gym.

Tue, 03/31/2015 - 18:56 | 5946916 Lostinfortwalton
Lostinfortwalton's picture

Why does Andrew Ross Sorkin need three names? And is there some unwritten law of the universe that says Old Fart Buffet can't be on unless Becky Quick is there doing the interview?

Tue, 03/31/2015 - 19:18 | 5946963 kchrisc
kchrisc's picture

Coming sooner than later: New theft, taxes, to be given to the complicit-media to sustain them on the air/cable. Will basically come in the form of "mandatory access." I.e. all homes will be required to have a propaganda signal into the home to enable communications, "In cases of emergencies," from Zion and  tryanny.

Like ObamaCare (TyrannyCare) but let's call it "TyrannyComm."

The banksters need to repay us.

 

"Your building is secure please return to your desks."

Tue, 03/31/2015 - 19:58 | 5947020 troutback
troutback's picture

The only one worthy of praise on CNBC is Santelli.  Leisman is Fed pumper.  The rest of their guests pump n dump.  PATHETIC!!

 

TB

Tue, 03/31/2015 - 20:53 | 5947155 FSFT
FSFT's picture

Leisman is such a fed pole smoker. I hear he sux at guitar too

Wed, 04/01/2015 - 09:00 | 5948092 northern vigor
northern vigor's picture

Then they treat Santelli as a leper...When he jumped up on the desk screaming for a "tea party right in Chicago, and we'll dump derivative stocks in Lake Michigan"...I thought Immelt was going to fire him. I actually watched that live...I laughed when they started the tea party from that.

Tue, 03/31/2015 - 20:36 | 5947124 Diablo
Diablo's picture

Get rid of Kernen, let him go to Fox with all the other conservative idiots.

Get rid of Sorkin, let him go to MSNBC with all the other liberal idiots.

Keep Quick since shes probably the only one there that doesnt put a political spin on things. Bring back Quintanila. Move Hobbs to Squawk. And stick to reporting business, and JUST business without all the political garbage. 

 

Tue, 03/31/2015 - 20:49 | 5947145 Youri Carma
Tue, 03/31/2015 - 20:58 | 5947158 ghostofgo
ghostofgo's picture

Of course they are just shills, but they are totally tasteless too. The show is peppered with segments about the most mindless pop culture tidbits. Not easy to express how truly fucking stupid the inclusion of those randomly selected bits are.

But the worst thing by far about CNBC is that, at least in Europe, they repeat the same commercials twice an hour every hour for a year. The "CNBC Originals" commercial in one form or another has been aired LITERALLY about 15000 times in the last 12 months.

Tue, 03/31/2015 - 20:59 | 5947166 FSFT
FSFT's picture

What pisses me off is when they all start talking over one another. Dead air time would be better than that filler.

 

 

Tue, 03/31/2015 - 21:08 | 5947185 mendolover
mendolover's picture

Whenever I read something about CNBS's ratings I always wish there was a way to measure their viewers by who has the sound turned on or off.  I've seen many meeting rooms that will have it on in the background just for the ticker.  You would think that they could get at least half a mil just by having it on in the background.

Tue, 03/31/2015 - 21:23 | 5947212 Tarshatha
Tarshatha's picture

If I feel like watching something business while trading I throw on BNN, but I am bias.

But most times I watch movies while working, it helps with the boredom.

Wed, 04/01/2015 - 08:52 | 5948071 northern vigor
northern vigor's picture

I visited Andy Bell for an hour last Novemeber on his day off...great guy, he  just showed up one day.

Wed, 04/01/2015 - 00:12 | 5947547 Magooo
Magooo's picture

"This is what happens when only 100 people trade anymore If there is any motherfucker they need to fire, it's that fascist cocksucker Kernen.  He'd be a Loyalist during the American Revolution he's such an ass kissing dickbag."

 

 

Please email this to him joe.kernen@nbcuni.com

 

He is a right fucking wanker.

Wed, 04/01/2015 - 02:45 | 5947689 rex-lacrymarum
rex-lacrymarum's picture

This reflects the public's disentchantment with stocks after having gone through to major market crashes since 2000. While people see that the market has rallied to new nominal highs, there is no longer the same excitement, as these moves are not trusted anymore. All of this is part of the "depressionary undertones" accompanying the echo bubble. 

Wed, 04/01/2015 - 08:49 | 5948053 northern vigor
northern vigor's picture

It doesn't help ratings either, when Liesman et al bull shites us.

I haven't watched it for a couple of years. I'm surprised they have 177,000 viewers.

Do NOT follow this link or you will be banned from the site!