Executives at one cable news channel are concerned over a ratings plunge for two of the network’s marquee shows, reports the New York Daily News, citing slumping ratings for CNBC shows hosted by Maria Bartiromo and Andrew Ross Sorkin.
According to Nielsen, "Squawk Box," which is hosted by Sorkin, is down 16% in April from a year ago in total viewers and 29% in the key news demo of viewers 25-54, the story says. The author of "Too Big to Fail," Sorkin started with "Squawk Box" on July 18, 2011.
The ratings are making executives start to think that Sorkin would make a better guest than a host, the piece adds.
"Closing Bell," hosted by Bartiromo, has seen is third consecutive quarter of declining ratings, the piece notes. From April 2011 to April 2012, the show has lost 16% of total viewers and 11% in the 25-54 demographic, the story says.
On Friday, CNBC said it had hired "Cavuto" executive producer Gary Schreier to help revive the program. A CNBC representative said, "The Nielsen measurement is focused on the distant periphery of CNBC’s core audience. They don’t measure the wealthiest American homes or people who watch CNBC out of home on trading floors or in executive offices, country clubs."