Docs Boost CNBC’s Primetime in November

By Alex Weprin 

CNBC’s primetime documentaries helped boost the channel’s primetime ratings by double-digits in November, while its dayside programs were a mixed bag.

According to data from Nielsen Media Research, CNBC was up +9% in total viewers and +10% in adults 25-54 from 8-9 PM, +27% in total viewers and +29% in A25-54 from 9-10 PM, up +24% in total and +33% inĀ  A25-54 from 10-11 PM and up +48% in total and +96% in A25-54 from 11 PM-12 AM.

On dayside, the only programs to see viewership gains in both total and demo viewers was “Squawk Box,” “Squawk on the Street” and “Mad Money.” That said, those programs comprise seven hours of CNBC’s daily programming, so it is a significant chunk of time on the channel.

CNBC, like Fox Business Network and a number of other channels, argues that Nielsen under-counts its audience, as it does not count out-of-home viewing, and does not adequately reflect the viewing habits of its wealthy regulars. Primetime may be a different story however, as it is less business-focused and more longform. As a result, it may attract a broader, more general audience.