The suits at CNBC may be feeling a slight chill down their backs this week. They’re most likely checking out the latest numbers showing Fox Business Network’s (FBN) Lou Dobbs Tonight scored the network’s first-ever monthly ratings win over CNBC in total viewers, according to Nielsen Media Research.
The program had previously topped CNBC in the advertising demo of persons aged 25-54, but this is the first win for both the network and the program in total viewers.
Hosted by Lou Dobbs, the program averaged 115,000 total viewers for the 7-8PM/ET timeslot, to CNBC’s 113,000 viewers for the month of September. In addition, Dobbs earned his highest rated telecast of the year on Sept. 25, with 217,000 total viewers.
As Fox Business starts to give CNBC a run for its money, senior executives at CNN must be shaking their heads. When Fox News Channel debuted in 1996, media buyers tended to pooh-pooh the network as a pale comparison to then-industry leader CNN.
But a few years later Fox News’ started to notch rating wins over CNN, and hasn’t looked back since.
A similar pattern may be emerging at Fox Business, which launched in 2007 and is now available in roughly 75 million homes with pay-TV. PR pros steeped in financial communications, take note.
FBN programming includes Varney & Co., The Intelligence Report with Trish Regan, Countdown to the Closing Bell with Liz Claman and the network’s evening signature program, Lou Dobbs Tonight.
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