Broadcasting & Cable’s Alex Weprin gets the latest FBN ratings leak (likely from FBN) regarding Imus’ first week on the air. Well I suppose the good news is FBN is slowly running out of new internet places to leak numbers to; numbers which aren’t valid since the network isn’t officially rated by Nielsen yet.
Imus in the Morning averaged a .2 rating and 148,000 viewers P2+ in its 6-9 a.m. timeslot for the week of October 5-9.
That was good enough to just beat CNBC’s Squawk Box, which averaged 145,000 viewers P2+.
Imus premiered on FBN October 5 to 177,000 total viewers, and had a day-to-day retention rate of 75%.
That means 148,000 people tuned in last week to watch Imus not really talk about business much and catch business headlines for a smallish percentage of minutes each hour. Meanwhile if one wanted to know in depth why things are the way they are in the business world during that time period, one would have to tune in to CNBC or Bloomberg.
Imus may indeed start burying Squawk Box in the ratings but it’ll be bury it with people who predominantly won’t be business viewers but Imus viewers. Remember, the bulk of CNBC’s viewership occurs in locations not measured by Nielsen – the term is “out of home” I believe – a point CNBC frequently notes when discussing its numbers. That means CNBC’s target audience, for which the network gets premium advertisers attention, is essentially “off the grid”. If FBN, which is available in fewer homes than CNBC by a near 2:1 ratio, suddenly surges like it did with Imus it likely means home viewers are tuning in and not business viewers (business viewers…the ones that advertisers crave anyways…would tend to be, well, watching from their businesses so they’re “off the grid”).
In other words, direct comparisons between ratings on CNBC and FBN from 6-9 require a more delicate parsing than MSM media writers, who tend to like nice neat headlines that don’t require a lot of explanation, will get into.
I won’t repeat myself and post yet another detailed dissertation on why the leaks need to stop and nobody should post numbers until FBN is officially rated by Nielsen. Instead I’ll note that CNBC has been quiet up till this point. I suspect that if the leaks continue CNBC will respond publicly with some detailed pushback.