CNBC Viewers Leaving In Droves

July 27, 2010 2:11 PM EDT
As the stock market continues a summer long fluctuation, investors are continuing to be bearish of CNBC, leaving the business news network like rats from a sinking ship.

According to data from Nielsen Media Research, CNBC has lost viewership during every hour long block during the prim market news hours from 6:00 am to 7:00 pm EDT, with the biggest overall drop seen during the network’s "Mad Money" show featuring Jim Cramer.

The eccentric investor's hour-long show starting at 6:00 pm lost 25 percent of its total viewer year-over-year in July, from 188,000 to 141,000, while its key demographic of viewers age 25-54 fell 24 percent for the show.

Overall the network saw an 8 percent drop in total viewers year-over-year from 5a-7p, and 21 percent of its coveted advertising demographic.

The key demographic is also turning off CNBC’s "Closing Bell" with Maria Bartiromo in droves. The two-hour show has lost 31 percent of its key advertising viewers from 3p-4p in July compared to last year, and an even more staggering 40 percent in the second hour.

Another of CNBC’s key shows, "Street Signs" dropped 12 percent overall and 32 percent with the key age group.

The two-hour block show, "Squawk on the Street" has taken over as the network’s most viewed show, seeing a 5 percent drop in July to 258,000 viewer, but still lost 24 percent of those in its key demographic audience.

The drop in viewers could be attributed to the emergence of Fox Business Network as a rival, as well as several Internet sources of news from the likes of The Wall Street Journal, StockTwits and others who are adding video media to content rapidly.

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