Pulling Nighttime Viewers into CNBC
By day, the hosts, the moderators and the guests on the CNBC cable news network are clad in corporate business attire as they guide their audience through business and financial news on shows such as “Fast Money,” “Squawk Box” and “Mad Money with Jim Cram
BUT when evening comes, the network transforms itself into CNBC Prime. No neckties with perfect knots, no patent leather pumps. Just the rolled-up sleeves of the small business owner, the salt of the earth. Television studio sets, tailored clothing, and makeup chairs are replaced with cluttered back offices, roomy polo shirts and drugstore lip gloss. The network’s primetime lineup is dedicated to the entrepreneurial spirit of middle-Americans who are trying to make a buck and live the dream – their dream – and who don’t want to sit in a cubicle and answer to a corporate suit.
Although CNBC’s nighttime lineup includes some fan favorites like, “The Car Chasers,” the new “Restaurant Startup” and reruns of “Shark Tank,” it is“The Profit,” starring Marcus Lemonis, that is a breakaway hit for the network and it's back for a third season starting October 14 at 10PM. Ten new episodes are slated to air, including an entire episode devoted to follow-up segments on many of the businesses featured in the first two seasons.
While avid viewers know and love Lemonis, those new to the show should know that he is a self-made millionaire and entrepreneurial trailblazer who invests his own time and money to help the struggling businesses agreeing to be featured on the reality show. In fact, they ask for his help. “In over 14 episodes, Marcus Lemonis has invested more than $7 million in small businesses featured on the series,” according to a CNBC source. He also has investments in over 100 other businesses. And, oh yes, he is also chairman and CEO of Camping World, the country’s largest RV and outdoor retailer – and Good Sam, the largest RV owners’ organization in the world.
According to Lemonis, CNBC identified an under-served niche – people’s fascination with the small business market. They saw a programming opportunity to draw in new viewers who were blasé about the network’s traditional offerings.
“Candidly, going to CNBC was a huge gamble because it didn’t have nighttime programming. The reason that I made the decision for CNBC is because I felt like they really wanted