CNBC: “The Network For The Wealthy And Those Who Aspire To Be Wealthy”

By Chris Ariens Comment

TVNewser has obtained an internal memo sent by CNBC president Mark Hoffman to the staff. It is about the network’s third quarter ratings:

In the 3rd quarter, ratings for Business Day are up 32% in the 25-54 demo. That is our best 3rd quarter since 2002. And during market hours, CNBC was up 34% compared with last year’s 3rd quarter. That is our best 3rd quarter rating since 2000.

“for September ’07, CNBC has the highest median income among adults 25-54 for all cable networks during our Business Day programming. CNBC is the network for the wealthy and those who aspire to be wealthy.”

Sounds like Hoffman is reminding his staff of the difference between his network and the “Main Street” crowd FBN is hoping to attract…

Click continued to read the memo…


From: CNBC Employee Communications (NBC Universal)
Sent: Wednesday, October 03, 2007 11:09 AM
Subject: Third quarter memo from Mark Hoffman

The 3rd quarter has just concluded and CNBC has much to be proud of. It is worthwhile to reflect on what we accomplished: no one covered the major business stories better, including the sub-prime mortgage meltdown, the credit crunch, and the incredible rise and fall and rise of the markets to record heights.

During the 3rd quarter, our programming during Business Day and primetime was stellar: from our exclusive study, “America’s Top States for Business, ” to interviewing the Bush economic team at the White House to another first-rate original documentary, “Against the Tide: The Battle for New Orleans, ” to the finale of the “Fast Money MBA Challenge,” broadcast live from the Nasdaq in Times Square, to Donny Deutsch interviewing true American business success stories on “The Big Idea,” to “Mad Money” at USC, to mention a very few, CNBC has never been better.

CNBC.com continues to be the fastest growing business news site. More people visited CNBC.com in August than any month, ever. And in the 3rd quarter, individual users spent more time on the site per visit then any other business site. The home page of CNBC.com was redesigned and is now far more effective and attractive in presenting news and blogs by our reporters, the best in the business.

And the hard-to-reach affluent audience continues to watch more than ever. In the 3rd quarter, ratings for Business Day are up 32% in the 25-54 demo. That is our best 3rd quarter since 2002. And during market hours, CNBC was up 34% compared with last year’s 3rd quarter. That is our best 3rd quarter rating since 2000.

Those numbers only reflect the audience measured by Nielsen. As you know, the vast majority of CNBC’s audience isn’t measured because Nielsen neither measures out-of-home viewing nor the most affluent and highest educated segment of the viewing public.

However, Nielsen did report that for September ’07, CNBC has the highest median income among adults 25-54 for all cable networks during our Business Day programming.

CNBC is the network for the wealthy and those who aspire to be wealthy.

In addition, a new study by Mendelsohn, profiling the CNBC audience, adds insight into why we’re the first stop for many top news making business leaders; 58% of CNBC viewers represent top management C-suite positions, the average net worth of a CNBC viewer is $2.7 million, and 67% cite CNBC as an important source for investment decision making. Viewers trust CNBC because we deliver information that is fast, accurate, actionable and unbiased. That is why 90% say they pay attention when they watch CNBC.

Internationally, CNBC continues to grow with a new affiliate in Poland. This, combined with the recent launch of CNBC Africa, is another example of the growing global reach of the network. CNBC Asia is also expanding into the Australian market. Last month, CNBC Asia co-hosted the prestigious China Business Leader Awards. Meanwhile, CNBC Europe launched a new program, “The Leaders,” featuring a long-form interview with business executives, including Jack Welch and Richard Branson.

The organization also put the finishing touches on “CNBC HD+,” our hi-definition offering.

Congratulations on a terrific 3rd quarter and thank you to one and all for your great contributions.

Let’s make the 4th quarter our best ever.

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