CNBC, which in April will celebrate 24 years on the air, is not having a stellar 2012 in the ratings department. And while it still doubles or even more than triples the viewership of its only rated competitor Fox Business (Bloomberg is not publicly rated), CNBC is declining while FBN is showing growth. The 2012 ratings year ends Dec. 30, but here’s how the networks are stacking up as we go into the holidays.
12/26/11 – 12/17/12:
- CNBC Total Day Average: 171,000 Total Viewers / 51,000 A25-54
- FBN Total Day Average: 63,000 Total Viewers / 14,000 A25-54
CNBC is down -14% in viewers and down -15% in the demo vs. 2011, while FBN is up +2% and up +17%. CNBC is delivering its lowest rated year since 2005 with some shows down as much as -30% vs. last year. Marquee shows “Squawk Box” and “Squawk on the Street” are at 2006 levels. “Closing Bell” is having its lowest rated year ever. The only programw to see growth at CNBC — and only in the demo — is the 10pm hour of documentaries.
The highlights at Fox include “Lou Dobbs Tonight” which put up its best numbers yet (137,000 total viewers / 38,000 demo) topping CNBC’s “The Kudlow Report” in both the third and fourth quarter in younger viewers. Dobbs joined FBN in early 2011.
FBN’s “Varney & Co.” is also having its best year ever averaging 99,000 total viewers and 20,000 in the demo.
In October, Fox Business marked 5 years on the air.