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CNBC announced that as of the fourth quarter of 2015 its Business Day programming will no longer be measured by Nielsen. Instead, CNBC is partnering with Cogent Reports, a unit of Market Strategies International, which provides research to the financial and investment services community, to measure the effectiveness of advertising campaigns on the NBCUniversal cable business network.
Cogent Reports will be able to take into account the out-of-home environment that Nielsen does not measure, where CNBC’s daytime programming is largely consumed. Cogent Reports will survey a broad, representative sample of financial advisors, investment professionals and affluent investors, and CNBC will guarantee advertiser audience performance against the new Cogent-based metric, the network said.
“Throughout our 25-year history, traditional measurement companies have struggled to capture CNBC’s audience of business executives, decision makers and affluent investors who watch our network from their corner offices, trading floors, five-star hotel rooms, country clubs, restaurants and health clubs,” CNBC president Mark Hoffman said in a statement. “We are excited to begin to provide our marketing partners with a more complete understanding of the power and quality of our prestigious audience.”
NBCUniversal ad sales president Linda Yaccarino added, “Accurately measuring Business Day’s total audience is one of our top priorities. We all know that TV measurement continues to lag far behind rapidly changing consumer viewing trends, and CNBC’s viewers have always been under-reported through Nielsen’s in-home-only panel. Having these insights into the affluent and out-of-home viewers to whom CNBC is programming, and the same group clients are trying to reach, is an important step toward better campaign management and smarter programming decisions.”
This news comes on the heels of a mixed 2014 from a ratings standpoint, in which the network saw growth by airing more entertainment programming to primetime — namely its off-net deal to air repeats of ABC’s Shark Tank. Daytime is a different story. The network delivered its lowest-rated year since 1995 with total viewers (and its lowest-rated year ever with adults 25-54) in the all-important Business Day segment of live market coverage. This is where the network will no longer see Nielsen measurement.
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