“Varney & Co.” and “Lou Dobbs Tonight” Both Place as Most-Watched Business Programs for Month of October
“Mornings with Maria” Delivers Highest-Rated Month in Total Viewers Since Launch; Besting CNBC’s “Squawk Box” in the Critical 8AM/ET Pre-Market Hour
7pm Repeat of FBN’s “Lou Dobbs Tonight” Top CNBC’s Heavily Promoted Launch of CNBC’s “The News with Shepard Smith” in Total Viewers
FOX Business Network (FBN) ended the month of October 2020 notching its highest-rated October in history across Business Day & Total Day total viewers, while also scoring wins over the CNBC competition during core business programs, according to Nielsen Media Research.
As viewers anticipated market reaction to election developments and a possible coronavirus stimulus bill, FBN’s Business Day programming (9:30AM-5 PM/ET) delivered the network’s highest-rated October ever across both total viewers (239,000) and the A25-54 demographic (26,000). FBN also nabbed a record-high in Total Day (6AM-6 AM/ET) total viewers (178,000), while the network’s critical Market Hours programming (9AM-4 PM/ET) saw an increase in total viewership (247,000, up 25 percent) and the coveted A25-54 demo (28,000, up 56 percent) year-over-year.
Additionally, FBN claimed the two most-watched programs on business television with Stuart Varney’s three-hour market-open program, Varney & Co. (weekdays 9AM-12 PM/ET) and Lou Dobbs’ signature Lou Dobbs Tonight (weekdays 5-6 PM/ET) each drawing in 305,000 total viewers. Varney saw a 4 percent advantage over CNBC’s Squawk on the Street/Squawk Alley while Lou Dobbs Tonight continued its reign in the 5PM/ET timeslot for the seventh consecutive month with a 53 percent advantage. Notably, CNBC’s highly anticipated debut of The News with Shepard Smith at 7PM/ET delivered 269,000 total viewers, behind encore presentations of Lou Dobbs Tonight (307,000 total viewers) which subsequently notched Dobbs’ 58th consecutive monthly win in the timeslot for the month.
In post-market coverage, FBN achieved double-digit growth year-over-year (290,000 total viewers, up 29 percent). The Evening Edit with Elizabeth MacDonald at 6 PM/ET dominated the CNBC competition with 257,000 total viewers (a 19 percent advantage), while also placing among the top 10 programs on business television with total viewers.
During the pivotal pre-market hours, Mornings with Maria (weekdays 6-9 AM/ET) anchored by Maria Bartiromo scored its highest-rated month ever in total viewers (138,000) and outperformed CNBC’s Squawk Box in the 8AM/ET hour with 219,000 total viewers. The program also delivered double-digit growth in the A25-54 demo (22,000, up 69 percent) year-over-year.
Nearly all of the network’s programs rounded out the month seeing year-over-year audience growth in the younger A25-54 demographic and total viewers. FBN’s core Business Day programs including CAVUTO: Coast to Coast (weekdays 12-2PM/ET), After the Bell, (weekdays 4-5PM/ET), The Claman Countdown (weekdays 3-4PM/ET), and Making Money with Charles Payne (weekdays 2-3PM/ET), all saw double-digit percent growth across total viewers & the A25-54 demo compared to October 2019 and placed among the top 15 programs on business television with total viewers.
Notably, FBN finished the month by dominating CNBC for the final week of the October (10/19 – 10/23) with Total Day viewers (192,000 vs 184,000), delivering a 4 percent advantage over rival network CNBC. The weekly win comes as FBN’s Kennedy (Monday- Thursday, 8PM/ET) hosted by Lisa “Kennedy” Montgomery returned to air on October 19th, averaging 129,000 total viewers for its first full-week back. FBN’s live coverage of the final presidential debate on October 22nd anchored by Neil Cavuto also posted a strong showing, delivering 733,000 total viewers and 173,000 A25-54 demo viewers, sweeping CNBC across all demos every single hour from 8PM-1AM /ET.
***Below is the data according to Nielsen Media Research
Ratings for the month of October 2020
Business Day (9:30AM-5PM/ET)
FBN: 239,000 total viewers and 26,000 A25-54
CNBC: 276,000 total viewers and 55,000 A25-54
Market Hours (9AM-4PM/ET)
FBN: 247,000 total viewers and 28,000 A25-54
CNBC: 282,000 total viewers and 57,000 A25-54
Total Day (6AM-6AM/ET)
FBN: 178,000 total viewers and 22,000 A25-54
CNBC: 188,000 total viewers and 46,000 A25-54
FOX Business Network (FBN) is a financial news channel delivering real-time information across all platforms that impact both Main Street and Wall Street. Headquartered in New York — the business capital of the world — FBN launched in October 2007 and currently ranks among the top business channels on television. The network is available in nearly 80 million homes in all markets across the United States. Owned by FOX Corporation, FBN is a unit of FOX News Media and has bureaus in Chicago, Los Angeles, and Washington, D.C.
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