Mediaite: Imus improves Fox Business Network mornings by 1000%

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October 7th, 2009


Mediate notes there were only 9,000 viewers in the 25-54 demo, so the skew was incredibly old, but the improvement to total viewers was still huge.

via Mediaite:

Radio legend Don Imus premiered on Fox Business Network yesterday, and according to ratings obtained by Mediaite, the show was a big hit.

Here’s a look.

Imus’ show got an average of 177,000 total viewers yesterday morning from 6-9amET. The last time numbers were reported for FBN, their business day (5am-9pmET), the average was around 21,000. Imus’ total viewer figure was at least 1000% better than the previous program, Money For Breakfast.

As to why *we* don't regularly see FBN data, the story notes that FBN is not a full-service Nielsen client.   That is consistent with what we've been told by Nielsen directly:

We will release Fox Business Network ratings to the press, as well as other networks ratings, if they have at least a 0.1 rating, which is Nielsen’s minimum reporting standards.  One thing to note is that Fox Business does not subscribe to our daily syndicated ratings service, which our clients refer to as “overnights”, so you might not see their ratings touted publicly as much as other networks.

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