FBN Ratings Grow, But Stay Low, As Possible Don Imus Hiring Looms
As Fox Business Network approaches its two-year anniversary this October, several stories are giving an insight into how things stand with the network – and where they’re headed.
CNBC is the clear #1 business news network, and recent Nielsen numbers indicate this isn’t going to be changing any time soon.
The New York Times‘ Brian Stelter reports on some interesting ratings information for FBN from June.
In June, Fox Business was watched by an average of 21,000 people during the hours Fox deems its “business day”: 5 a.m. to 9 p.m. In prime time — between the hours of 8 and 11 p.m. — Fox Business averaged 29,000 viewers. Nielsen said Fox had nearly doubled its prime time ratings compared to the same month in 2008, when it averaged 17,000 viewers. Comparisons of its “business day” were not possible because the channel’s ratings were too low to be reportable in June 2008.
So while the ratings are improving, the numbers are still very small (CNBC averaged 208,000 viewers in business day during July 2009). But there are a couple notes as well. First of all, FBN is growing – FBN EVP Kevin Magee says in the NYT, that his network is “up 188 percent” while CNBC was “down 27 percent” year-to-year. (Here’s CNBC’s response: “Shockingly, in the 673 days that they have been on the air, they have scratched all but once during the business day and every single day in the demo. With trends like that, who needs enemies?”) Also, 673 days still makes the network very young. Bloomberg, the other financial news network in the mix, still doesn’t report ratings and it has been around far longer than FBN. And FBN continues fighting for more coverage (only in about 50 million homes as opposed to CNBC’s 90 million plus) and for a better spot on the dial.
FBN responds to Mediaite: “If any network knows about scratching for 20 years, it would be CNBC.” (Also, the 673 number includes weekend, when FBN doesn’t have programming.)
There are some more specifics about the ratings. An insider tells Mediaite Liz Claman‘s afternoon programs and Neil Cavuto‘s 6pmET show are doing better, seeing ratings between 50,000-70,000 some days. The current early morning line-up is performing far worse.
And this brings in the Don Imus conversation. Initial reports about FBN’s interest in the radio host surfaced earlier this week, and have been compounded by more detailed stories.
WallStreetPit.com reports on how an Imus move to FBN would be more business-focused:
The ‘Imus in the Morning’ program will feature multiple breaking business news alerts throughout each hour, topics of discussion will be increasingly business focused and FBN anchors will regularly appear on the show to break down the pre-market news. In addition, two thirds of the screen will feature business news and market tickers through the lower thirds and HD wing.
That doesn’t change the fact that Imus has a built-in radio audience to satisfy, with a type of program he has hosted for decades. It’s a double-edged sword for the young business network – an Imus addition in the morning would beef up the ratings, but would take away from the ‘business’ focus.
And while FBN edges closer toward adding a non-business radio host, Bloomberg is looking for some non-business comedians.
To further compete with industry leader CNBC, that is seeing its ratings drop year-to-year, the competitors have to find creative ways to get in the game. When the fall schedule fully shapes up for FBN and Bloomberg, there are likely to be more surprises. But will they pay off?
