Buried in today’s Hollywood Reporter article on the biz nets was this paragraph…
FBN, though, has a lot of catching up to do given that it only launched a year and a half ago, reaches fewer homes and is on digital cable tiers. While Nielsen doesn’t officially track FBN or Bloomberg, figures obtained by THR show FBN was up 155% in March over the year-ago period, averaging nearly 40,000 viewers.
Ok, this had to be a leak. But by whom? Given the positive spin, I have my suspicions. And note there was no similar leak about Bloomberg’s numbers, which implies that only certain numbers were fed to the Hollywood Reporter. If these figures were indeed leaked by FBN then it’s time for the network to release the numbers officially, no more selective ratings leaks. They’re already past the subscriber threshold for Nielsen rating. What’s holding up the process is, apparently, agreement between Nielsen and FBN regarding the measurement mechanisms. Until then, numbers aren’t supposed to get out. But we’ve seen several leaks regarding FBN’s numbers. Some were most definitely not leaked by FBN because the stories concerning them would be considered negative. Others, however, were positive and in conjunction with interviews of FBN talent which suggests an FBN leak.
Claman’s “Countdown to the Closing Bell” is the network’s highest-rated show during market hours; it averaged 38,000 viewers last month, a big jump from fewer than 20,000 in September. (The figures, obtained by The Washington Post, are not released by Nielsen because Fox Business is not a full-time client.)
These two leaks are sort of like the mole part of whack-a-mole. FBN’s ratings suddenly pop up and then dissapear behind the Nielsen firewall again. Put all the ratings out for all to see. If the Nielsen ratings methodology is stable enough for a selective FBN leak, then all the numbers should come out. If they aren’t stable enough, then how can one print numbers that aren’t considered valid?
The MSM should refuse to publish any more FBN numbers, whether leaked by FBN or anyone else, until Nielsen is fully rating FBN. This trickle here, trickle there by FBN and other networks to make the network look good or bad is baloney and should be stopped. Or, FBN should move to have its numbers made public and let the chips fall where they may. Both FNC and MSNBC got rated faster after launch than FBN has. FNC and MSNBC were rated within a year of launch, give or take a few months. It’s been well over a year and a half and we still haven’t gotten numbers for FBN. And the network started at a higher stage in the Nielsen rating process (Fledgling Subscription Stage) than either MSNBC or FNC did when they launched (Access Subscription Stage), which makes the lag in public ratings for FBN all the more glaring.