When it comes to reaching CEOs, other high-level business executives and investors, CNBC's "Squawk Box" is the place to find them—not only watching but being interviewed on the pre-market opening news and analysis show.
"'Squawk Box' is one of—if not the—most-requested program on CNBC," said Robert Foothorap, VP of CNBC Global Sales, adding that in addition to a full roster of financial services and insurance marketers, it's recently attracted advertisers such as BDO Seidman and Xerox.
In an age when news is increasingly a commodity, CNBC strives to differentiate "Squawk Box." Co-anchors Becky Quick, Carl Quintanilla and Joe Kernen lead the reporting and live interviews, mixing political and economic analysis, and pulling in market reports from New York, Washington, Silicon Valley, London and Hong Kong.
One recent program featured interviews with Keith McLoughlin, CEO of Electrolux; Rep. Ron Paul (R-Texas) and Carlos Bozotti, CEO of ST Microelectronics.
"It's the quality of the reporters and the quality of the people we're interviewing," Foothorap said. "'Squawk Box' is flypaper for the C-suite executive with the content it provides."
Foothorap cited research commissioned from Erdos & Morgan that backs up this claim: Among opinion leaders, CNBC's "Squawk Box" audience has the highest concentration of viewers professionally involved in economic/fiscal policy.
"Squawk Box' (CNBC)
Phone: (201) 735-3000
Audience: 3.5 million unique viewers in March† Ad revenue: N/A
Ad rate: N/A
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In addition, the average income for its audience is higher than the average income for the audience of any single cable news network, according to a GfK MRI Cable Study.
Focusing on analysis rather than pure news is key for "Squawk Box," said Gibbs Haljun, managing partner and director of national broadcast at Mediaedge:cia, whose clients include Accenture, MetLife and Xerox. CNBC faces many challenges, he said, both in trying to compete in ratings with the general-news networks, and in trying to break through the clutter of cable news. "Squawk Box" is "an interesting buy," he said. "It's as much about perception about the audience that they have" as it is about the program's ratings.
But if Mediaedge is trying to reach a specific audience of financial decision-makers, and trying to reach the financial community, "there are a finite number of media that make sense," Haljun said.
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