Fox Business Advertises On CNBC To Promote Maria Bartiromo

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CNBC’s former “money honey,” anchorwoman Maria Bartiromo, who declined to renegotiate her $2 million contract with the business channel and then jumped to rival Fox Business Network, is appearing on CNBC in advertising to poach viewers to Fox Business Network.

“Come on over”: Maria Bartiromo

“Come on over,” Maria Bartiromo urges the CNBC audience in ads purchased in the New York market through Time Warner Cable. In the ad, Maria Bartiromo discusses the guests she plans to have on and topics she addresses, according to an article in Variety Magazine.

The promos for Bartiromo’s Fox show, Opening Bell with Maria Bartiromo, planned to air on CNBC’s early morning Squawk Box program, will proceed Bartiromo’s show.

Aggressive tactic not entirely uncommon

FBN is the latest among aggressive network executives to use such “sharp-elbow” techniques.  Placing local cable ads on a national network is not new.  While CNBC may have control over its national advertisers, the local cable programming is a different story.

Variety notes that this method of promotion has a long and sordid past.  The CW ran ads on ABC Family urging viewers to stop watching Pretty Little Liars and turn instead to the network’s own The Originals, the report said. ABC purchased ad on various cable outlines and then proceeded to promote Good Morning America on CNN and MSNBC, the report noted. Fox Business and Fox News have also used the idea in the past, according to Kevin Magee, executive vice president of Fox Business Network.

Ads started Monday, will run for unspecified time

The ads for Maria Bartiromo started Monday of this week, according to Magee, but he did not specify how long they might run, hinting at other uses of commercials.  “We’re here to win,” Magee was quoted as saying.

Fox Business Network is in significantly fewer homes than CNBC. According to data from Carat, CNBC reaches about 82.3% of U.S. TV homes while Fox Business reaches 66.6%.

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About the Author

Mark Melin
Mark Melin is an alternative investment practitioner whose specialty is recognizing a trading program’s strategy and mapping it to a market environment and performance driver. He provides analysis of managed futures investment performance and commentary regarding related managed futures market environment. A portfolio and industry consultant, he was an adjunct instructor in managed futures at Northwestern University / Chicago and has written or edited three books, including High Performance Managed Futures (Wiley 2010) and The Chicago Board of Trade’s Handbook of Futures and Options (McGraw-Hill 2008). Mark was director of the managed futures division at Alaron Trading until they were acquired by Peregrine Financial Group in 2009, where he was a registered associated person (National Futures Association NFA ID#: 0348336). Mark has also worked as a Commodity Trading Advisor himself, trading a short volatility options portfolio across the yield curve, and was an independent consultant to various broker dealers and futures exchanges, including OneChicago, the single stock futures exchange, and the Chicago Board of Trade. He is also Editor, Opalesque Futures Intelligence and Editor, Opalesque Futures Strategies. - Contact: Mmelin(at)valuewalk.com

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