I don’t want my Financial TV

Fox Business News is beating the crap out of CNBC.

  • In 2Q 2018, Bartiromo’s Mornings led Squawk Box among total viewers, 109,000 to 104,000
  • FBN grew … beating CNBC by 23% (203,000 total viewers compared with CNBC’s 165,000).
  • Among viewers 25-54, the demographic most coveted by advertisers, CNBC finished ahead of Fox Business in the second quarter, with 31,000 viewers to FBN’s 25,000
  • Lou Dobbs Tonight, which won among total viewers (319,000) and among viewers 25-54 (36,000)

In reality, these numbers are so small and irrelevant that I wonder if anyone wants the so-called financial TV. It is mostly vanity television — only for business leaders to get on tv. From an advertiser perspective, YouTube, Instagram, Facebook and other places offer more finely tuned audiences for much lower prices.

In the plus column, these puny sized numbers should be a big boost for (former Buzzfeed President) Jon Steinberg and his Cheddar, which seems like a much smarter and more straightforward way to go beyond the cable-as-a-method of distribution.

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