“Mornings with Maria” Nabs Highest-Rated Month Ever, Sweeps CNBC’s “Squawk Box” in Total Viewers
“Lou Dobbs Tonight” Continues Reign as Most-Watched Business Program on Television
FOX Business Network (FBN) ended the month of November 2020 notching double-digit year-over-year growth across key dayparts in both total viewers and the A25-54 demographic, while also delivering the most-watched business program on television, according to Nielsen Media Research.
As viewers anticipated economic and market reaction to the presidential election results, all key network dayparts saw increases year-over-year across the board. FBN’s Business Day programming (9:30AM-5 PM/ET) delivered 230,000 total viewers, up 23 percent compared to November 2019 and up 80 percent in the A25-54 demo. In Total Day (6AM-6 AM/ET), FBN garnered 183,000 total viewers (up 30 percent) and 25,000 A25-54 demo viewers (up 92 percent) while the network’s critical Market Hours programming (9AM-4 PM/ET) also saw increases across both total viewership (239,000, up 24 percent) and the coveted A25-54 demo (28,000, up 87 percent) year-over-year.
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 (170,000) and the A25-54 demo (28,000) while also outperforming CNBC’s Squawk Box (149,000) by 14 percent in total viewers. The program also nabbed a win over the competition in the 6AM/ET hour in the coveted A25-54 demo (5 percent advantage). Kicking off the market-open, Stuart Varney’s Varney & Co. (weekdays, 9-12 PM/ET) also trounced CNBC across its live three hours with 322,000 total viewers and placed among the top five most-watched business programs for the month.
Additionally, Lou Dobbs’ signature Lou Dobbs Tonight (weekdays 5-6 PM/ET) continued to serve as the most-watched program on business television. Drawing 394,000 total viewers and increases of 64 percent in the A25-54 demo year-over-year, Dobbs dominated the 5PM/ET timeslot for the eighth consecutive month in total viewers with a 89 percent advantage over CNBC. For the second straight month, CNBC’s highly promoted The News with Shepard Smith at 7PM/ET fell behind encore presentations of Lou Dobbs Tonight (360,000 over 279,000 total viewers), which subsequently earned Dobbs’ 59th consecutive monthly win in the timeslot this month.
During post-market coverage, FBN achieved double-digit growth year-over-year (340,000 total viewers, up 37 percent). The Evening Edit with Elizabeth MacDonald at 6 PM/ET continued to outpace CNBC’s signature Mad Money with Jim Cramer among total viewers (a 35 percent advantage). In the network’s live 8PM/ET hour, FBN’s Kennedy (Monday- Thursday, 8PM/ET) hosted by Lisa “Kennedy” Montgomery averaged 123,000 total viewers for its first full-month following the re-launch.
While nearly all of the network’s programs rounded out the month notching year-over-year audience growth, FBN’s core Business Day programs including After the Bell, (weekdays 4-5 PM/ET), CAVUTO: Coast to Coast (weekdays 12-2 PM/ET), The Claman Countdown (weekdays 3-4 PM/ET), and Making Money with Charles Payne (weekdays 2-3 PM/ET) all saw sizable double-digit gains across total viewers and the A25-54 demo compared to November 2019. The programs also placed among the top 15 shows on business television with total viewers, while 10 of FBN’s programs ranked among the top 20 shows with high-income A25-54 demo audiences.
The network’s primetime Friday programming including WSJ at Large with Gerry Baker (Fridays, 9:30 PM/ET) and Barron’s Roundtable (Fridays, 10PM/ET) both saw year-over-year growth in total viewers for the month while Maria Bartiromo’s Wall Street (Fridays at 9PM/ET) continued to rank among the top twenty business programs on television.
***Below is the data according to Nielsen Media Research
Ratings for the month of November 2020
Business Day (9:30AM-5PM/ET)
FBN: 230,000 total viewers and 27,000 A25-54
CNBC: 291,000 total viewers and 62,000 A25-54
Market Hours (9AM-4PM/ET)
FBN: 239,000 total viewers and 28,000 A25-54
CNBC: 297,000 total viewers and 64,000 A25-54
Total Day (6AM-6AM/ET)
FBN: 183,000 total viewers and 25,000 A25-54
CNBC: 198,000 total viewers and 50,000 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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