Donny Deutsch, Ratings Disaster:
So Low They Don't Even Register on Nielsen
June 6, 2008
Last month, Portfolio.com's Jeff Bercovici mocked the notion that Donny Deutch's "The Big Idea" was CNBC's "stake in the ground against Fox in primetime" — a claim from CNBC executive Jonathan Wald — by pointing out that the show both lost 15% of its audience from a year ago and "scratched" — or drew an audience so small it didn't register in Nielsen's ratings — for half the month so far (the post was published on May 16).
Today, Jossip confirms that "The Big Idea" scratched for the month:
The Big Idea clocked just 114,000 viewers in May, "scratching" on its Nielsen ratings, since it fellow below the threshold of 122,000 viewers needed to even register.