By the fourth quarter, the NBCUniversal channel will be measured by Cogent Reports, a research company of the financial/investment community. Cogent Reports surveys more than 700 investors and 400 financial professionals each month.
For over 25 years, the network has had problems with Nielsen in measuring key investment/financial viewers — especially those out-of-home viewers who watch in offices and trading floors.
“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,” stated Mark Hoffman, president of CNBC.
NBCUniversal executives will be at Consumer Electronics Show later on Tuesday to discuss the change.
Recently, CNBC has shown improvements in viewership under traditional Nielsen measurements. For total day viewers in 2014, it had 138,000 viewers (35th place) versus 130,000 in 2013 (39th place). For prime time, overall prime-time viewership was 289,000 (57th place) in 2014, up from 201,000 total prime-time viewers (52nd place).
CNBC’s 18-49 viewership data also gained -- prime-time 18-49 viewers were 115,000 (63rd place), up from 67,000 18-49 prime-time viewers (48th place). Last year, total day 18-49 viewers averaged 41,000 (50th place) up from 30,000 (79th place.)