Maria Bartiromo Leads Decliners As CNBC Posts January Ratings Loss
The January ratings reveal some cause for concern at CNBC, which is notably under new management after the arrival of Comcast. The business network’s overall ratings among key viewers 25-54 has fallen versus last January, and several key programs are slumping–most notably the network’s best-known star, Maria Bartiromo.
As Benzinga’s Scott Rubin reports, Bartiromo saw significant selloffs:
While declines can be witnessed across the board, Maria Bartiromo’s time slot on “The Closing Bell” was among the hardest hit. Viewership was down 22% in January from the year ago period for the 3-4 p.m. EST time slot and a whopping 36% for the 4-5 p.m. EST time slot for the 25-54 demographic.
When comparing the most recent week, where Maria Bartiromo was covering the World Economic Forum from Davos, Switzerland, to her coverage last year, viewership has fallen 43% for the 3-4 p.m. time slot in the key demographic and 47% for the 4-5 p.m. segment of “The Closing Bell.”
Business news has never had more competition, with CNBC facing both Bloomberg and Fox Business. In fairness to CNBC, year-to-year trends can at times be misleading due to changes in viewership and news content.
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