The Big Idea with Donny Deutsch has not seen big ratings since its 10pm premiere on January 24. In total viewers, the show has scratched every night it has been on the air. On February 1, the show reached a low point of 48,000 viewers, qualifying as the penultimate 0 rating — in other words, McEnroe territory. “By registering a 0.0 rating, he’s already achieved special CNBC status only shared by Tina Brown and John McEnroe — at least he fits in the line-up well,” an industry exec said today. (Instead of promoting the show, CNBC is counting on “slow growth,” an insider told me last week.) All the day-by-day numbers are after the jump…
Date: Rating / Total Viewers / 25-54 Demo
Jan. 24: 0.1 / 59,000 / 28,000
Jan. 25: 0.1 / 98,000 / 57,000
Jan. 26: 0.1 / 82,000 / 50,000
Jan. 27: 0.1 / 55,000 / 23,000
Jan. 28: 0.1 / 105,000 / 63,000
Jan. 30: 0.1 / 55,000 / 37,000
Feb. 1: 0.0 / 48,000 / 25,000
Feb. 2: 0.1 / 60,000 / 41,000
Feb. 3: 0.1 / 90,000 / 44,000
Feb. 4: 0.1 / 59,000 / 27,000