Financial news network CNBC has decided against using Nielsen ratings to measure its audience during daytime hours.
The network claims that Nielsen does not count numbers correctly during daytime programming. Specifically, CNBC believes Nielson underreports its audience by not counting out-of-home viewing.
Meanwhile, CNBC has tapped Cogent Reports at marketing research firm Market Strategies International to measure its audience in Nielsen’s place.
However, even though CNBC claims it is being shortchanged by Nielsen, direct competitor Fox Business Network claims CNBC is just covering for rapidly declining ratings.
“Only using the numbers you like is a little tough to sell,” FBN’s executive vice president of advertising, Paul Rittenberg, told The Wall Street Journal. FBN uses Nielsen exclusively to measure ratings.
Meanwhile, CNBC’s other primary competitor, Bloomberg L.P.’s Bloomberg Television, does not use Nielsen ratings to measure its audience.
According to Nielsen figures, 2014 was CNBC daytime’s lowest-rated year since 1995 in total audience. The network’s daytime ratings were also the lowest since 1992 in the coveted 25-to-54 year-old demo.
Shows such as “Squawk Box,” “Squawk on the Street,” “Power Lunch” and “Street Signs” delivered their lowest-rated years in both total audience and in the demo.
However, CNBC will continue using Nielsen to measure its prime-time programming, which prominently features reruns of “Shark Tank.”