FBN Has Best Month Ever; Still a Long Way to Catching CNBC

By Chris Ariens 

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Fox Business Network, which became a publicly rated Nielsen client three months ago today, had its best month ever in June.

  • 6a-6a Mon.-Fri. — Total Viewers / A25-54 (Year-over-year change)

CNBC – 179,000 (-7%) / 51,000 (-12%)
FBN – 65,000 (+51%) / 14,000 (+40%)

  • 9a-4p Mon.-Fri. — Total Viewers / A25-54 (Year-over-year change)

CNBC – 235,000 (-14%) / 43,000 (-28%)
FBN – 77,000 (+97%) / 16,000 (+100%)

The network, which launched in October 2007, is not beating CNBC in any hour, but does occasionally see a head-to-head win, including Neil Cavuto‘s 6pm show against CNBC’s “Mad Money.” It gets closest at 7pmET, when Lou Dobbs (106K Total Viewers) on FBN is up against Larry Kudlow (142K) on CNBC.

Network EVP Kevin Magee sent a note to staff today (after the jump) thanking them for the June showing. Magee highlights the 10amET hour where the Stuart Varney-anchored show is up 121% year-over-year. CNBC is down -7% in the hour, but still handly beats FBN (262K v. 104K)

Fox Business is in 58 million homes (mostly on digital tiers) while CNBC, launched in 1989, is in 98 million homes.

From: Magee, Kevin
Sent: Tuesday, June 28, 2011 4:24 PM
To: -Fox Business Network
Subject: June ratings

Our results for June are in and it’s hard to know where to start.

Overall (6a to 6a, M-F) our audience is up 51% year-to-year while our competition is down 7%.

Market Hours, led by Varney and Co.’s astounding 121% y-t-y increase at 10am, are up 97% overall while our competition dropped 14%.

Early Prime (4-8) is up 82% while the competition dropped 6%.

And Prime (8-11) jumped 34% compared to the competition’s 3% increase.

For the first time, one of our shows, “Lou Dobbs Tonight” beat its CNBC counterpart “The Kudlow Report” in the household rating number .2 to .1. And Lou is getting close to CNBC in total viewership — 106k to 142k.

We have been up double digits every month this year but the 51% number represents our biggest year-to-year increase. Every month this year, we have set ratings records while CNBC has been trending downward.

And how about this: June 2011 is FBN highest rated month ever (M-Su) in HH, P2+ and in the 25-54 demo. In business day (M-Fr 5a-9p), highest in demo and second highest in HH and P2+.

Meanwhile, June 2011 is CNBC’s lowest rated month since November ’05 with A25-54 and September ’06 with HH and P2+.

We’re not beating CNBC in total viewers with any regularity yet, but we do sometimes, despite their almost 20-year head start and greater distribution.

Thank you all for your hard work. Keep up the momentum. Let’s get ‘em.