• Broadcasting & Cable, Tuesday, December 2, 2008 9:30 AM

CNBC is seeing record ratings, thanks to everyone from office drones to stay-at-home moms tuning in to monitor the nation's financial meltdown--and its effect on the value of their 401(k) accounts. So far, the network is up 66% in views for the fourth quarter compared to last year-and that's not counting viewers in offices, airport lounges and health clubs.

But as the network enjoys its new visibility it is also in the process of slashing as much as 10% from its budget. The cuts are part of a $500 million across-the-board slash at NBC Universal. Execs worry that first quarter 2009 could be a harbinger of tough times to come as financial services companies--CNBC's bread-and-butter advertisers--hand out pink slips and slash ad budgets.

The network is launching a new marketing campaign this week to capitalize on its momentum, starting with four spots that feature personal details about various anchors and reporters.

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