-By Warner Todd Huston
In this volatile market atmosphere, one might think that networks such as CNBC would be seeing all time high numbers as traders and other folks in the financial sector seek up-to-the-minute information. But as the second quarter comes to a close, CNBC is losing ground in the ratings and losing ground to upstart Fox Business Network, at that.
As the second quarter ratings hit it revealed the CNBC garnered its lowest ratings since 2005 in both total viewers as well as the coveted demo of persons aged 25 to 54. Even worse, chief business hour programming from 9:30 AM to 5 PM (ET) also had its worst low since 2005. CNBC also had its lowest rated quarter in the most sought after demo since 1997.
Just as alarming for CNBC is that one of their best anchors, Maria Bartiromo, had the worst rating for her timeslot since 1997.
Quarter Lows for CNBC
M-F 6-9a: Lowest since 4Q’06
M-F 9a-12p: tied for 6th lowest rated A25-54 since 1997
M-F 12-1p: tied for 2nd lowest rated A25-54 since 1997
M-F 1-2p: tied with 3Q’05 for lowest rated A25-54 since 1997
M-F 2-3p: 4th lowest rated P2+ and 3rd lowest rated A25-54 since 1997
M-F 3-5p: 5th lowest rated P2+ and 2nd lowest rated A25-54 since 1997
M-F 5-6p: 5th lowest rated P2+ and lowest rated A25-54 since 1997
Fox Business Network, on the other hand, has seen mounting success in just its fifth year of business.
In Mid June, for instance, FBN's Lou Dobbs Tonight topped CNBC's The Kudlow Report in a head-to-head race for total viewers.
Amusingly, Politico recently reported that CNN -- also experiencing a two decade low in the ratings -- thought that CNBC's business model was the one they wanted to emulate to improve their own faltering network.
Failure seems to beget failure, doesn't it?