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Financial news network CNBC, frustrated by its declining Nielsen ratings, has decided to stop using Nielsen as the basis for its ad sales for its daytime programming. According to The Wall Street Journal, CNBC has hired marketing firm Cogent Reports to measure its audience: “Cogent ratings will be used starting in the fourth quarter of 2015. The company will survey over 1,000 investors and financial advisers on their media habits during the day and use that data to provide ratings for CNBC.”

CNBC believes that Nielsen ratings for the channel are inaccurate because so many of its viewers watch its programming at work and are not measured by Nielsen’s in-home People Meters. The channel’s rival, Fox Business Network, disagrees. Paul Rittenberg, executive vice president of advertising for the channel, said, “Only using the numbers you like is a little tough to sell.”

Update: CNBC has issued a press release about its decision.

 

CNBC BUSINESS DAY UNPLUGS FROM NIELSEN AND TURNS TO COGENT REPORTS™ FOR ALTERNATIVE AUDIENCE METRICS

CNBC BUSINESS DAY UNPLUGS FROM NIELSEN AND TURNS TO COGENT REPORTS™ FOR ALTERNATIVE AUDIENCE METRICS

Cogent Reports™ Provides A Currency to Reach Much Sought-After Audiences on CNBC

NEW YORK, – January 6, 2015 – CNBC today announced that, by the fourth quarter of 2015, its popular daytime Business Day programming will no longer be measured by Nielsen. CNBC will partner with Cogent Reports™, a leading provider of research to the financial and investment services community, to measure and guarantee the impact and effectiveness of advertising campaigns on CNBC. By surveying CNBC’s Business Day audience, consumed largely in the out-of-home environment that Nielsen does not measure, Cogent Reports™ will provide advertisers with targeted consumption metrics against CNBC’s core Business Day audience.

“Throughout our 25 year history, traditional measurement companies have struggled to capture CNBC’s audience of business executives, decision makers and affluent investors who watch our network from their corner offices, trading floors, five-star hotel rooms, country clubs, restaurants and health clubs,” said Mark Hoffman, President, CNBC. “We are excited to begin to provide our marketing partners with a more complete understanding of the power and quality of our prestigious audience.”

Cogent Reports™ will survey a broad, representative sample of financial advisors and other investment professionals who represent a key group within CNBC’s broader daytime audience, as well as affluent investors. CNBC will guarantee advertiser audience performance against the new Cogent-based metric, due to Nielsen’s limited ability to measure this highly valued out of home audience.

“Accurately measuring Business Day’s total audience is one of our top priorities,” said Linda Yaccarino, President, Advertising Sales, NBCUniversal. “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.”

The Cogent Reports™ methodology continuously collects data through a survey-based measurement system. Throughout each month, Cogent Reports™ surveys a representative sample of the financial advisor and affluent investor community on their media consumption behaviors and preferences and tracks financial brand engagement. Cogent Reports™ surveys more than 700 investors and 400 financial professionals each month.

ABOUT CNBC
With CNBC in the U.S., CNBC in Asia Pacific, CNBC in Europe, Middle East and Africa, CNBC World and CNBC HD , CNBC is the recognized world leader in business news and provides real-time financial market coverage and business information to approximately 371 million homes worldwide, including more than 100 million households in the United States and Canada. CNBC also provides daily business updates to 400 million households across China. The network’s 15 live hours a day of business programming in North America (weekdays from 4:00 a.m. – 7:00 p.m. ET) is produced at CNBC’s global headquarters in Englewood Cliffs, N.J., and includes reports from CNBC News bureaus worldwide. CNBC at night features a mix of new reality programming, CNBC’s highly successful series produced exclusively for CNBC and a number of distinctive in-house documentaries.

CNBC also has a vast portfolio of digital products which deliver real-time financial market news and information across a variety of platforms. These include CNBC.com, the online destination for global business; CNBC PRO, the premium, integrated desktop/mobile service that provides real-time global market data and live access to CNBC global programming; and a suite of CNBC Mobile products including the CNBC Real-Time iPhone and iPad Apps.

Members of the media can receive more information about CNBC and its programming on the NBCUniversal Media Village Web site athttp://www.nbcumv.com/programming/cnbc.

ABOUT NBCUNIVERSAL
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a subsid


 

Posted by:Steve Baron

VP/Digital for TV station ownership group; Dad to young twins, runner, skier & spend a lot of times in airplanes.

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