In my writing about media, I have been fascinated in the rise of Fox Business Network in the financial reporting game. Recently I noted that FBN snagged star business reporter Maria Bartiromo from CNBC, but amusingly she just went back on CNBC… in an ad for Fox Business!
FBN purchased a series of ads from the New York Market served by Time Warner Cable and began running them on CNBC touting the wonderfulness of Maria’s FBN show, Opening Bell with Maria Batriromo.
“Come on over,” Bartiromo urges during her advert.
So, how the heck did CNBC allow an ad for Bartiromo, who is now a competitor, to get on the air? Because CNBC isn’t running the ad. FBN bought the time from the local New York carrier (Time Warner), not CNBC!
This is the sort of hardball advertising wars we’ve seen a bit recently as networks take advantage of this little loophole in advertising venues to promote their own shows during a competitor’s programming.
FBN has really jumped far ahead of its competitors, CNBC and Bloomberg–both of which are a decade older than FBN. Whereas Bloomberg’s financial TV network has never earned a profit, for instance, FBN is already doing quite well. As for CNBC, its ratings have for some time been falling quite steeply.
Meanwhile, Batiromo’s new Sunday morning Fox News show, Sunday Morning Futures with Maria Bartiromo, came out of the gate like gangbusters last weekend earning double the views of the shows in that times slot on CNN and MSNBC.
Sunday Morning Futures with Maria Bartiromo airs Sunday mornings on Fox News at 10 a.m. Eastern. Bartiromo also hosts Opening Bell with Maria Bartiromo at 9 a.m. weekdays on Fox Business Network.