CNBC continues to lose ratings. The latest Nielsen Media Research statistics show that the business network’s total number of quarterly viewers fell to their lowest level since the second quarter of 2005. In the all-important age group of 25-54, CNBC witnessed its lowest level quarter since 1994. That’s not an impressive track record for a network that’s “First in Business Worldwide.”
CNBC’s Leading Programs Lose Ratings
Many of CNBC’s leading programs have seen a downward spiral in terms of ratings. The quarterly data shows that Mad Money, Squawk on the Street and the Kudlow Report have posted their worst rated quarter ever in the demo as well as total viewers. One of the main reasons is the consistent increase in the popularity of the Fox Business Network programs.
On a monthly basis, Squawk on the Street showed the biggest decline in demo ratings in business hours. Its rating has declined 21 percent in total viewers and a whopping 39 percent in the demo group. The figures are a bit surprising given CNBC recently hired the former Wall Street Journal reporter Kelly Evans as the new anchor of Squawk on the Street. Evans’ addition was aimed at bringing in the younger audience.
CNBC’s Monthly Declines
Nielsen Media Research numbers show that June 2013 proved to be the lowest rated month for CNBC since September 2004 in total viewers, and is its third lowest rated month ever. In the age group 25-54, Squawk Box posted its lowest rated month since August 2005, declining 9 percent YoY. On the other hand, Squawk on the Street witnessed its second lowest rated month ever in total viewers (June 2006 was the lowest), and its lowest rated month in the demo group of 25-54.
June 2013 was also the lowest rated month for the Kudlow Report in both total viewers as well as the age group of 25-54. Mad Money saw a 39 percent decline in viewership from June 2012 to June 2013, which proved to be its lowest rated month ever in total viewers aged 25-54.
The decline in ratings is alarming. CNBC needs to analyze the take necessary steps before it loses more market share to competitors.