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Key Demo Favors Dobbs Over Kudlow for a Third Consecutive Month

25-54 demographic strongly in FBN program's corner


November ratings for the business networks are in, and it looks like Fox Business Network’s Lou Dobbs Tonight has topped CNBC rival The Kudlow Report for the third consecutive month in the all-important 25-54 demographic.

For the month of November, Dobbs pulled in 45,000 viewers in the demo compared to Kudlow’s 40,000 viewers — a 13% advantage for FBN in the 7 p.m. time slot.

According to a source I have, the breakdown looks like this:

  • September: Dobbs averages 44,000 in the 25-54 bracket, Kudlow averages 33,000.
  • October: Dobbs averages 53,000 in the 25-54 bracket, Kudlow averages 28,000.
  • November: Dobbs averages 45,000 in the 25-54 bracket, Kudlow averages 40,000.

With all the focus on debt in D.C. and the tenuous state of the stock market after some recent volatility, it appears Dobbs is capturing momentum at a good time.

I’ve written about FBN in the past and how I think it is (pardon the pun) out-foxing CNBC by going for a more populist route and catering to a slightly different demographic. Lou Dobbs probably is the clearest embodiment of that voice — with Neil Cavuto a close second.

What remains to be seen, however, is whether these gains for Dobbs can translate to the rest of the Fox Business lineup in its war with CNBC. Dobbs admittedly is a bit on the political side even in non-election years, so perhaps there’s some bleed-over to Fox Business from the typical conservative Fox News audience.

I’m trying to get my hands on some broader Nielsen numbers about the entirety of the FBN lineup. But absent that, it appears that at least this battle in the FBN/CNBC war goes in the Fox Business column.

Jeff Reeves is the editor of and the author of “The Frugal Investor’s Guide to Finding Great Stocks.” Write him at or follow him on Twitter via@JeffReevesIP. 

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