CNBC Ratings vs. The Stock Market

Categories: TV Business

Written By

April 2nd, 2008

cnbc.gifWe were able to get our hands on some CNBC business day (9am-5pm) ratings data for adults 25-54 from similar periods in Jan-Mar 2007 and Jan-Mar 2008.

It was suggested to us that CNBC ratings tracked the ups and downs of the stock market. That seemed to be reasonably likely and I was all set to write a post on "As Goes The Market, So Goes CNBC ratings".

Unfortunately, as it often does with us, the data we had didn't support that convenient view of reality. As it turns out, with our relatively limited set of data, we can't see any correlation between CNBC ratings and the market. CNBC ratings certainly went down significantly year over year among the 25-54 demo, but the markets moves [the peak was in early November] didn't really mirror the ratings changes. If I can get more CNBC data, I will repost with an updated chart.

cnbcvsqqqqvsspy.gif

Update: I added the values of the SPY (S&P 500 ETF) to the chart. It's trend also bears little resemblance to the trend in CNBC ratings for the months we have data.

The CNBC values in the chart were the average viewership for adults 25-54 calculated across 9a-5p for each month and normalized to 100 for the value in January 2007.

The QQQQ & SPY values in the chart were the daily close of the index on the day closest to the 15th of the month, normalized to 100 for the value in January 2007.

QQQQ is the ticker symbol for the Nasdaq 100 Trust, which is an ETF that trades on the Nasdaq. This security offers broad exposure to the tech sector by tracking the Nasdaq 100 Index, which consists of the 100 largest and most actively traded non-financial stocks on the Nasdaq. It is also known as "cubes" or the "quadruple-Qs".

The SPDR S&P 500 ETF (symbol: SPY) represents ownership in the SPDR Trust Series 1, a unit investment trust established to accumulate and hold a portfolio of the equity securities that comprise the Standard & Poor's 500 Composite Stock Price Index.
Nielsen TV Ratings Data: ©2008 Nielsen Media Research, Inc. All Rights Reserved.

 
  • frankj

    The stock market data may track better if you chart it vs. Maria Bartiromo’s airtime.

    I am only half-joking

  • frankj

    The stock market data may track better if you chart it vs. Maria Bartiromo's airtime.

    I am only half-joking

  • Anonymous

    I think the total viewership vs. markets (i.e. S&P 500, not QQQs) would be an interesting pattern to watch. The demo figure is too small (thus too volitile) to give you any meaningful relationship.

  • Anonymous

    I think the total viewership vs. markets (i.e. S&P 500, not QQQs) would be an interesting pattern to watch. The demo figure is too small (thus too volitile) to give you any meaningful relationship.

  • http://tvbythenumbers.com Bill Gorman

    Anon, I think you very well may be correct on the total vs. demo, but we didn’t get the total viewership data for those dates.

    I can, however, add in another series of market data, like the Wilshire 5000. I will rework the chart and post that today and see if there is any difference.

  • http://tvbythenumbers.com Bill Gorman

    Anon, I think you very well may be correct on the total vs. demo, but we didn't get the total viewership data for those dates.

    I can, however, add in another series of market data, like the Wilshire 5000. I will rework the chart and post that today and see if there is any difference.

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