Fox Business Attacks CNBC in New Ads — Spots Take Aim at Rival’s New Prime-Time Nonfiction Programming

Mar 7, 2013  •  Post A Comment

By Jeanine Poggi
Advertising Age

Fox Business News launched a new campaign this week attacking rival CNBC.

Fox Business is airing commercials via cable providers that air on CNBC, as well as on its own network and Fox News, slamming a new slate of nonfiction or reality-oriented programs airing in prime time on the NBCUniversal business-news cable outlet. "No fluff, no games no nonsense. … Our business is business, that’s our reality," the spot proclaims.

The spot is running on CNBC through a local ad buy in New York purchased by Fox Business.

CNBC launched its new prime-time entertainment lineup Tuesday night, which includes reality programming with a business twist. "Car Chasers" and "Treasure Detectives" are the first of these series, and CNBC plans to launch up to nine others by the end of the year. The bulk of CNBC’s viewers tune in during the trading day to keep on top of the latest news affecting the financial markets. CNBC typically delivers better ratings during the day than Fox Business.

Fox Business is also taking a jab at CNBC’s new booking policy, which prevents guests from appearing on rival networks within 24 hours or more of their appearance on CNBC, according to reports.

"Does CNBC really think it can tell CEOs what to do?" the spot says. "Fox Business. We know how to talk to business leaders."

CNBC offered only a cryptic comment: "Of all their slogans, we like this one the best."


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