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July Sweeps: CNBC Claims "Fastest Growing Cable News Network"

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July 29th, 2008

The following is a direct cut & paste from a CNBC press release I was sent based on July 2008 sweeps vs. July 2007 sweeps. It came with the following note:

Again, of course, you know this only reflects CNBC's measured audience. As you are aware, the vast majority of CNBC's audience isn't measured by Nielsen because Nielsen doesn't measure out of home viewing. Much of CNBC's viewing takes place out of home and in places such as C-suites, executive offices, offices, trading floors, restaurants, health clubs and other locations.

I worked for the brokerage firm Charles Schwab from 1998-2003ish, and I would concede CNBC was on pretty much wherever there was a television. It will be interesting to see how Nielsen manages out of home viewing. Theoretically many of the news channels, including CNN (which I see on a lot outside of the home) should see a bump. Here's the release:

CNBC is the fastest growing cable news network from July 2007 to July 2008 among total viewers in both Total Day and Business Day.

For July 2008, CNBC’s Business Day (5 AM-7 PM ET) had its BEST JULY EVER in total viewers (301,000), up 28% from last July (235,000).

In adults 25-54, Business Day (91,000) was also up 28% from last July (71,000) with its best July since 2000.

Business Day had its best overall month since last March in both adults 25-54s and total viewers.

In Market Hours (weekdays, 9:30AM-4PM), CNBC averaged 105,000 adults 25-54, up 13% over last July (93,000), its best July since 2000 and its best overall month since last August.

In total viewers, Market Hours (370,000) also had its best July since 2000, up 21% over last July (306,000) and its best overall month since March.

M-F Prime (M-F 7P-2A), averaged 74,000 adults 25-54, up 37% over last July (54,000), its best July since 2002 and its best overall month since March.

In total viewers, M-F Prime (175,000) also had its best July since 2002, up 37% over last July (128,000).

In total viewers, all CNBC Business Day programs from 5AM to 7PM showed double and triple-digit growth over July 2007 averages.

  • "Worldwide Exchange" 5-6 AM ET (26,000 A25-54/57,000 Total Viewers) is up 136% from last July in adults 25-54 and up 104% in total viewers. "Worldwide Exchange" at 5AM had its best month in total viewers since September 2003.
  • "Squawk Box" 6-9 AM ET (80,000 A25-54/207,000 Total Viewers) is up 105% from last July in adults 25-54 with its best overall month since January 2004. In total viewers, "Squawk Box" is up 56% from last July, with its best overall month since March.
  • "Squawk On The Street" 9-11 AM ET (122,000 A25-54/371,000 Total Viewers) is CNBC’s highest rated Business Day show in July in adults 25-54, up 21% from last July and having its best month since March. In total viewers, "Squawk On The Street" is up 21% July over July.
  • "The Call" 11-Noon ET (108,000 A25-54/369,000 Total Viewers) is up 16% from last July in adults 25-54 and up 15% in total viewers.
  • "Power Lunch" Noon-2 PM ET (102,000 A25-54/369,000 Total Viewers) is up 20% from last July in adults 25-54 and having its best month since August. In total viewers, "Power Lunch" is up 23% July over July with its best month since March.
  • "Street Signs" 2-3 PM ET (94,000 A25-54/384,000 Total Viewers) is up 4% from last July in adults 25-54 and hit its best month since March. In total viewers, Street Signs is up 24% July over July with its best month since March.
  • "Closing Bell" 3-5 PM ET (96,000 A25-54/412,000 Total Viewers) had its best month since September in adults 25-54. In total viewers, Closing Bell is CNBC’s highest rated Business Day program, up 28% July over July with its best overall month since August 2002.
  • "Fast Money" at 5 PM (115,000 A25-54/363,000 Total Viewers) is up 117% in adults 25-54 vs. last July (at 8PM) and up 127% in total viewers. "Fast Money" had its BEST MONTH EVER in both adults 25-54 and total viewers.
  • "Mad Money w/Jim Cramer" at 6PM ET (78,000 A25-54/251,000 Total Viewers) is up 34% from last July in adults 25-54 and up 28% in total viewers. The 6PM Mad Money had its best month since March both in the key demo and in total viewers. The 11PM Mad Money (55,000 A25-54/111,000 TV) showed 20% growth over last July in adults 25-54 and 23% growth in total viewers, with its best month in total viewers since March.
  • "Kudlow & Company" at 7 PM ET (89,000 A25-54/282,000 Total Viewers) is up 22% over last July (in its old 5 PM timeslot) in the A25-54 demo. Kudlow had its best month since September 2007 in both adults 25-54 and total viewers.
  • "Suze Orman" weeknights at 8 PM ET (84,000 A25-54/217,000 Total Viewers) is up 58% over the M-F 8PM hour last July in adults 25-54 and showing 29% growth over the prior month. In total viewers, Suze Orman is up 36% over last July in the hour and up 20% over the prior month.
  • "High Net Worth," Fridays at 8:30PM ET (68,000 A25-54/182,000 Total Viewers) had its best month since January in the demo. In total viewers, HNW had its BEST MONTH EVER in any time period. The 11:30PM Friday High Net Worth (58,000 A25-54/113,000 Total Viewers) had its best month ever in that time period.
  • Big Idea 10PM (63,000 A25-54/114,000 Total Viewers) had its best month since April in adults 25-54. The 1AM Big Idea (38,000 A25-54/65,000 TV) is up 6% over last July in the key demo.
 
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