Maria Bartiromo’s Fox Business Morning Show Beats CNBC’s ‘Squawk Box’ for First Year Ever

The show still lags in the advertiser coveted 25-54 year-old demographic

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Fox Business’ Maria Bartiromo will end 2018 with the wind at her back: “Mornings with Maria” topped rival CNBC’s “Squawk Box” in total viewers for the first time ever.

There was some good news for CNBC: “Squawk Box” still won in the key demo.

“Maria” first aired on Fox Business in June 2015, so 2018 was the third full year the shows have faced off.

“Maria” averaged 105,000 total viewers per day compared to 103,000 for “Squawk.” The numbers reflect a 22 percent increase in total viewers for Bartiromo compared to her 2017 performance.

But in the advertiser-coveted 25-54 year old demographic, “Squawk Box” averaged 28,000 daily viewers, compared to 14,000 for “Maria.”

As TheWrap previously noted, Nielsen does not calculate out-of-home viewing. That could lead to undercounting for networks played in offices.

Overall, Fox Business topped CNBC in business-day ratings measured from 9:30 a.m to 5:00 p.m. ET, but CNBC won in the 25-54 demo. CNBC beat Fox in full-day ratings (from 6:00 a.m. to 6:00 p.m) in total viewers and in the demo.

“Squawk Box,” which has aired since 1995, is a business morning-show institution. It is co-hosted by Joe Kernen, Becky Quick and Andrew Ross Sorkin.