Daily Options Report

Looks like CNBC's amazing spider sense for what viewers want continues to shine. Yes, viewership getting plowed as per Zero Hedge.

If anyone wants to know why CNBC anchors are so pale and nervous these days, look no farther. As Comcast CEO Brian Edwards considers what to keep and what to, well, cut, post his digestion of NBC Universal (assuming deal rumors are true naturally) his eyes likely cast casual nervous glances at Nielsen reports of CNBC viewership. Yet his nervousness is quite minor compared to what actual employees must be feeling after Nielsen reported a 50% plunge in CNBC vierwership in October year over year. Specially, CNBC has experienced a massive 52% decline in overall viewers during business day hours (5 am - 7 pm), and a not much better 49% drop in its demo (25-54) in the month of October as compared to last year. Specific shows that are likely to follow the fate of Dennis Kneale's recently cancelled 8pm gobbledygook are likely the Kudlow Report and Mad Money, which are down 59% and 56%, respectively.

OK, now in CNBC's defense, these are tough comps as the world was all tuned last October while the market imploded. Barry Ritholtz had a post a few month's back comparing CNBC to the Weather Channel in that much of their ratings are at the mercy of events beyond their control. I got my book contract almost exactly a year ago and I imagine if I could have busted it out in a week it would have pushed Gasparino and Sorkin into early paperback runs as everyone was talking VIX at the time, so I kind of agree with the timing element.

That being said, I remember late last year and early this year CNBC crowing about their viewerships surge and crediting their "edgy" and confrontational format for it. Santelli's purely spontaneous ranting of course the poster child for that thinking. I always got the impression they would see ratings and go up and assume it was directly correlated to their programing wizardry. I am actually in forced exile right now as the TV in my office room does not have a digital box, and I don't ever flip it on if I'm not working. I keep Bloomberg online TV on now, and while not as entertaining, it's just better.

In my personal opinion, CNBC misses the point of why we flip on business television. Most want breaking news and information and some investment ideas. CNBC seems to think I want CEO's shilling for their companies, followd by Bill Gross talking his book, followed by a bunch of perma bulls in an octobox shouting over each other. They also must assume I care about the personal opinions of their anchors. I truly don't. Give me objective info read with an Australian accent and you'll win me back.