"Buying daytime for business sounds like an oxymoron, but there's a new way of thinking about prime time on cable," said Kelly Konis, managing director of Carat. "It's not necessarily 7 to 11 p.m. anymore. It is specific and sometimes unique to each network."
At 3 p.m. ET each trading day, Maria Bartiromo and Tyler Mathisen guide viewers through the final 60 minutes before the markets close. Then at 4 p.m., Bartiromo anchors the show on her own, providing a wrap-up of activity and insight into what might take place the following day.
"Maria and Tyler are both very engaging, knowledgeable anchors," said Robert Foothorap, CNBC's VP-advertising sales. "They often talk with the top business newsmakers of the day and expertly break down the market activity for business viewers."
CNBC claims it is the most watched business and financial news network among C-suite executives. "About 75% of C-level executives watch CNBC programming in a typical week, which is more than any other competitive network," Foothorap said.
"Our highly affluent, educated audience watches the network primarily out-of-home and are not able to be measured by traditional means. CNBC dominates out-of-home workplace viewing. But in terms of Nielsen in-home measurement, `Closing Bell' has averaged 226,000 daily viewers for the year to date and some 1.6 million unique viewers per week."
Major b-to-b advertisers on "Closing Bell" include Boeing, Cargill, ConocoPhillips Co., General Electric, Microsoft and Xerox. "We've seen increased interest and spending in several b-to-b areas such as accounting and tax services, electronic equipment and food product services," Foothorap said. -R.S.