Special Report: No. 6

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Since launching as a full day of business programming in 1989, CNBC's "Business Day" has become an essential media outlet for business advertisers trying to reach executives with buying influence.

Of key importance to b-to-b advertisers, 67% of "Business Day" viewers manage and influence corporate funds of $10 million and up, according to a third-quarter 2000 Mendelsohn Media Research Inc. survey of "Business Day" viewers.

Business Day, CNBC
Phone:(212) 664-7838
Audience:368,000 households daily (North America)
Ad revenues:N/A
Ad cost:$15,000 per 30-second spot
"Our audience is very affluent, influential, and they make decisions," said Charles MacLachlan, director-marketing and on-air promotion for CNBC. "Business Day" offers 15 hours of real-time financial market coverage, from 5 a.m. to 8 p.m. (Eastern time) Monday through Friday.

"As you look at the power of our audience, the more they manage in terms of company assets, the more they use CNBC," MacLachlan said.

With the recent market turmoil, eyes have been glued to its financial coverage. During the volatile market week of March 12, "Business Day" delivered an average 400,000 households a day, its best single-week performance since the week of April 17, 2000, when the market had its severe downturn.

CNBC does not disclose ad revenues or break out b-to-b advertising, but MacLachlan said of the economic slowdown: "Everybody is being affected one way or another. CNBC remains a very strong and viable entity."

In the first quarter of 2001, "Business Day" was viewed by an average 368,000 households a day. It is available to 79 million households in North America and 166 million households worldwide.

Its flagship programs include "Market Watch," which runs from 10 a.m. to 11 a.m. Monday through Friday and averaged a record 485,000 households a day in the first quarter. Also, there's "Business Center," which runs from 6:30 p.m. to 8 p.m. Monday through Thursday and 6:30 p.m. to 7:30 p.m. Fridays.

According to the Mendelsohn survey of "Business Day" viewers, media household net worth exceeds $1.1 million and median investment value is $768,000. More than half of the viewers are CEOs, COOs, CFOs, owners or partners, the study reported.

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