WSJ, Deadline

Bombshell: CNBC Drops Nielsen For Daytime Programming Ratings

Jan 6, 2015  •  Post A Comment

“Financial news network CNBC will no longer rely on TV ratings specialist Nielsen to measure its daytime audience, beginning later this year,” reports our good friend Joe Filnt in the Wall Street Journal. [Note: The WSJ is behind a fire wall and may charge a fee to read its news stories.]

Flint adds that to replace Nielsen CNBC “has retained marketing and research firm Cogent Reports for the task.”

Flint also notes, “CNBC’s daytime Nielsen ratings, which always have been relatively small, have fallen sharply over the past decade. In 2014—its least-watched year since 1995—CNBC had an average audience of 177,000 people from the hours of 9:30 a.m. and 5 p.m., according to Nielsen. That is down 17% from an average of 214,000 viewers in 2004, and it is a drop of 13% from 2013.”

In Deadline’s version of the story it says, “Cogent Reports will provide advertisers with targeted consumption metrics against CNBC’s core Business Day audience, the network says. That audience is largely in an out-of home environment that Nielsen does not measure.”

Linda Yaccarino, President, Advertising Sales, NBCUniversal, said, “Accurately measuring Business Day’s total audience is one of our top priorities. We all know that TV measurement continues to lag far behind rapidly changing consumer viewing trends and CNBC’s viewers have always been under-reported through Nielsen’s in-home-only panel. Having these insights into the affluent and out-of-home viewers to whom CNBC is programming and the same group clients are trying to reach is an important step towards better campaign management and smarter programming decisions.”

Paul Rittenberg, executive vice president of advertising for Fox Business Network, which uses Nielsen to measure all its dayparts, said, according to Deadline, “Only using the numbers you like is a little tough to sell.”

Deadline also notes that “Cogent Reports collects data through a survey-based measurement system of more than 700 investors and 400 financial professionals each month.”

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