November 29, 2013

Lately, the CNBC management team and show producers, and certainly the Comcast C-suite, have been engaged in a flurry of activity: from the departure of the iconic money honey Maria Bartiromo, to the retention of virtually every nubile (and not so nubile) Bloomberg TV anchor, it seems the station that was once known for breaking and analyzing financial news is more focused on the perfect mix of TV anchors. Supposedly in lieu of relevant, actionable content, this will offset the boost viewership. Or so the thinking goes. Sadly this is the same sort of thinking that has made slideshows, kittens, and all-caps headlines an ubiqutous click bait fixture of web media. Unfortunately for CNBC (and perhaps explaining Bartiromo’s decision to jump ship after decades of loyalty) it is not working.

According to the latest Nielsen Research data, in November, CNBC’s core 25-54 demographic saw its fourth consecutive month of declines, and dropped to just 31,000 – a declined of over 40% from a year earlier,and the lowest since February 1993: a fresh 20 year low.

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