The pollsters are busy in October and we’re not even talking about the election season here. Another CNBC viewer survey…this one about the network’s new graphics package…
Archive for the CNBC Category
Normally when I write about NBC surveys it concerns NBC News: VIPs. But there is another survey system out there…for CNBC. I don’t hear about this one nearly as often. Well a new one is out and it is a doozy. They don’t pull punches over there with their surveys. They want to know if you can’t stand their talent. Not sure how I’d feel about this kind of a survey if I was one of the subjects of the survey. And there’s another fishing expedition question regarding CNBC and opinion journalism.
What it all means? Who knows. If we start seeing talent moves on the network, then we know this survey was indicative that network brass are nervous.
Usually when I get told about an NBC News VIPs survey, it’s about some sort of advertiser related survey; “Did you know brand X sponsored this?” “Did brand X sponsoring this make you think more favorably about brand X?”…blah..blah..blah…
However, every once in a while you get genuine NBC gold dust in one of these surveys…something I can really sink my teeth into. We apparently have just such an example this week when News VIPs released a survey regarding the CNBC syndicated show On The Money with Becky Quick. Check out these survey screen grabs sent in by an anonymous mole…
This was no superficial advertiser survey but a top to bottom “How are we doing?/What should we be doing?” survey. It should not be that surprising actually. This isn’t the first time this show has been the subject of a “How are we doing?/What should we be doing?” survey…though back then it was called The Wall Street Journal Report with Maria Bartiromo. Bartiromo is no longer fronting that show, nor does it still have the WSJ branding.
As On The Money’s ratings…either from syndication or from CNBC…are not normally publicly revealed, there’s no easy way to tell if the show has dropped in the ratings recently. Though, certainly, the timing of this survey so soon after Bartiromo’s departure from CNBC leaves open the possibility that this survey’s arrival isn’t…how shall I put it?…purely coincidental.
Daily Finance’s Brian Lund argues that CNBC is dead for “retail investors”…
There was a time in the late 1990s –- and again briefly during the financial crisis of in the late 2000s –- when CNBC was the 800-pound gorilla of financial news. Professionals in the financial services industry and amateurs who were active traders were tuned in constantly, and even those with just a cursory interest in the markets were regular viewers.
Those viewers — especially the retail investors like you and me — were the lifeblood of the network, driving the ratings of its personality-driven programming. And as much as Comcast’s (CMCSA) CNBC needed us, its well-crafted propaganda tried to convince us that we, too, needed CNBC to get the best, up-to-the-minute financial information.
It’s questionable as to how much the average retail investor ever really needed CNBC in the past, but what is blatantly clear is that we no longer need it today — and we know it.
Here’s Lund’s reasoning…
Whereas CNBC used to be the de facto source for breaking market news, today, platforms like Twitter (TWTR) regularly break news while CNBC is talking to a previously scheduled guest or in a commercial break. And market-specific social communities like StockTwits generate hundreds of thousands of interactions among their members revolving around the financial news of the day.
Not Enough of Anything
CNBC was never really a useful tool for the retail investor, but now it occupies an awkward space where it’s neither fast enough to compete with social media, nor deep enough (nor accountable enough) to compete with long-form digital content, and not accessible enough to compete with online personalities.
Advances in technology have finally revealed the dirty little secret about CNBC — and financial news television in general: Their shows are window dressing for clients in the offices of institutional investors, and obsolete badges of honor for financial pundits.
Ok. Agree or not, I can see the logic in that. However, do not all those reasons apply just as relevantly to FBN and Bloomberg? There’s nothing that either do that CNBC doesn’t do as well, albeit with different personalities. So if CNBC is dead for retail investors, are not FBN and Bloomberg dead to retail investors as well? Lund seems to suggest as much in that last sentence, and yet he keeps his fixation almost exclusively on CNBC.
Talking Biz News’ Chris Roush writes about CNBC Asia hiring Pauline Chiou…
CNBC announced Wednesday that Pauline Chiou has been hired to work for the business news network and will bee based in Singapore
She will make her on-air debut in mid July.
Chiou will co-host CNBC’s “The Rundown” with Adam Bakhtiar from the Singapore Exchange, a pre-market program that captures the overnight action from Wall Street and equips viewers for the Asia trading day. She will also provide market and news updates throughout core business day programming.
CNBC, the financial news network, is done with daytime Nielsen ratings.
“They are no longer guaranteeing the business day, which is the most important daypart for a financial client,” a source told Adweek. “They believe that their primary business day viewing is done in offices and therefore not monitored by Nielsen and underrepresented.”
And to some extent, that’s probably the case. The smaller a network’s audience, the less accurate its Nielsen ratings are going to be, and the ratings for CNBC have gotten ever-smaller in the last few years, as have ratings at its competitors. The network will continue to guarantee in prime time.
But, of course, CNBC is also one of the few networks for which daytime ratings aren’t a particularly accurate measure of relevant reach. Monitors throughout the Goldman Sachs building play the network to their wealthy executives. The network’s show Squawk on the Street broadcasts from inside the New York Stock Exchange. If you work in the financial world—a small world, but one with nearly unlimited spending money—CNBC is ubiquitous in gyms, hotels and elsewhere among areas frequented by bankers and traders.
It’s a risky move. Whatever beef, legitimate or not, the network has with Nielsen’s ability to accurately measure its business day ratings, the optics of withdrawing a guarantee on those numbers is going to make more noise than the negativity of the ratings themselves. FBN will make much hay of this development.
Say what you will about the man, his government, and whatever ulterior motives he has for doing this, it’s a huge deal for CNBC to land a live interview with Vladimir Putin on Squawk Box tomorrow at 6am ET…
[CNBC EXCLUSIVE] Russian President Vladimir Putin will sit down in a live interview on @CNBC Friday morning at 6a ET.
That said, there are some questions that this raises:
- What are the ground rules? Is Putin on to talk about a specific thing or are there no restrictions (read: Ukraine)?
- Why did Putin choose CNBC? It’s great for the network but it’s still an odd play for him. Did he think he’d get an easier time than he would have if it had been one of the big three networks top anchors doing the interview?
- Is there any linkage to Brian Williams’ Snowden interview airing on NBC next week? The timing of the two interviews could be co-incidental. Then again Russia surely must have been aware of NBC’s Snowden interview. I would tend to think you can’t just go into Russia and interview whomever you want without Russia being made aware of it, particularly when the person is such a high value target as Snowden is. Was there any quid pro quo?