Sometimes, big names don’t equal big ratings.CNBC shows ‘Squawk Box’ and ‘Closing Bell’ have had three straight quarters of declining ratings, the New York Daily News reported, citing Nielsen reports and company insiders.
Apparently, CNBC execs are “freaking out” over the ratings decline, which seems to coincide with the hiring of famed financial journalist and Dealbook editor Andrew Ross Sorkin to host Squawk Box, according to the Daily News. In the last year, Squawk Box viewership has fallen 16% in total, and 29% in the 25-54 age group.
Sorkin joined CNBC in July of last year during a shake-up in the network’s lineup and anchors; he currently hosts Squawk Box from 6 am to 9 am with fellow anchors Becky Quick and Joe Kernan. From the Daily News:
Although one source familiar with the situation tells us “Sorkin is working his tail off at the show,” another insider says, “There’s a lot of talk that Andrew is not bringing them what they thought he was going to bring them: ratings and buzz. He’s not bringing them scoops.”
The source adds that CNBC is “up in the air about what to do with Sorkin,” but notes, “They’re coming to the conclusion that he makes a better guest than host.”
CNBC fixture and “Money Honey” Maria Bartiromo’s Closing Bell show has also suffered from ratings declines the last three quarters, but CNBC has already jumped on the problem by hiring a new producer.
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