FBN network

In a head-to-head rating race between News Corp (NASDAQ:NWSA) (NASDAQ:NWS)’s FOX Business Network (FBN) Lou Dobbs and CNBC’s Larry Kudlow, Lou Dobbs Tonight continues to beat The Kudlow Report by a fair margin. CNBC’s  tactics to win the ratings war for the 7 pm show hasn’t been very successful, though it has been beneficial for CNBC’s viewership.

In June, CNBC continued to lose marketshare to FOX Business Network, and in the first week of July, FBN has yet again beaten The Kudlow Report in total viewership and the coveted advertizing demo of people aged 25-54.  Last week the 4.5 year old business channel was able to beat the 23 year old CNBC, despite Lou Dobbs being off the show this week.

For the week of July 2 through 6th, FBN’s Lou Dobbs Tonight featured various guest hosts filling in for the veteran newsman. Yet it  still managed to beat CNBC’s The Kudlow Report by 15% in total viewers and an even more impressive 47% in the demo group.

In addition, FBN’s Lou Dobbs Tonight is making a run for its first ever ratings win for a full month. July to date shows Dobbs to be leading in the demo with 42,000 viewers compared to Kudlow’s 33,000. Kudlow does have a 12,000 person lead in total viewers averaging 149,000 to Dobbs’ 137,000, but with three weeks to go in the month, it’s looking like a close race. FBN is in about half as many homes as CNBC.

The 7 pm time slot is crucial for all channels, as it is the vital link between the business programs of the day and primetime shows later in the evening. The Nielsen data proves yet again that CNBC is slowly losing the market share despite being a dominant player in the financial media.

Will CNBC be able to regain the market share, or can Fox Business Network dethrone them?