CNBC Is Bleeding Viewers

April 27, 2010 4:28 PM EDT
While the stock market has been soaring, investors have been hitting the sell button on CNBC's market coverage over the last 12 months and have been leaving in droves in the last two months, according to data released today from Nielsen Media Research.

Over the last 12 months the network has seen its number of average viewer during the prime market news hours of 5:00 am to 7:00 pm Eastern plummet 28 percent, and the number of viewer in the key demographic (ages 25-54) free-fall 41 percent.

April, which is the latest month released today from Nielsen, was its lowest rated in a 16-month period at 215,000 average viewers, down from the 311,000 the network saw in January 2010.

The key demographic number also fell to its lowest level at 49,000 in April, down more from 83,000 in April 2009.

CNBC's average monthly rating is down to a 0.2 percent share in April from 0.3 percent just two months prior.

Two of the networks biggest shows, "Mad Money" with Jim Cramer and "Street Signs" with Erin Burnett have weighed on the business news source's results recently.

Investors seem to care less and less each month about what Cramer sees in the markets, as the last 12-months has seen his shows number of viewers drop 39 percent overall and 42 percent in the key age demographic according to Nielsen. The over-the-top investor-guru's show has seen its average monthly drop to a 0.1 percent share after holding a 0.2 percent share for the previous 15-months of the period examined.

As for "Street Signs," the key demographic has lost its way as the number of average viewers has slipped 56 percent and overall by 34 percent. Street Signs ratings have gone from a 0.4 percent share in the January 2009 to 0.2 percent in the current month.

The sharpest drop in the average number of viewers for CNBC has been seen in the last month, as the total is down 11 percent overall, lower by 12 percent for "Street Signs" and down 13 percent for "Mad Money."

It is unknown if rival Fox Business Network is finally gaining traction with investors, if investors are turning more toward Internet shows from the WSJ and others, or if investors simply lost interest in the cable business network.

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