ENGLEWOOD CLIFFS, N.J. – October 31, 2011 – CNBC recently released the results of a new study that explores the world of financial advisors and their media consumption habits. In order to effectively deliver appropriate business and financial information and tools to financial advisors, marketers continue to seek insights to understand the key challenges and the most appropriate platforms and messages to meet the needs of specific FA segments.
Conducted by Lieberman Research, the CNBC Financial Advisor study identified four segments of financial advisors, each with their own attitudes and needs: aggressive and ambitious Hustling Hotshots; relationship-oriented Portfolio Pals; analytical Spreadsheet Surfers; and established and content Grey Lions. The study provided a unique view into the business approach of each of these four segments and profiled their media consumption habits.
According to the study, CNBC is the dominant business and financial media brand across all measured platforms with CNBC’s TV, web and mobile properties ranking #1 or #2 among all measured media. CNBC reaches financial advisors through multiple platforms and many financial advisors use multiple CNBC touch points throughout the day. More importantly, the study reveals four in five financial advisors take actions based on content that they’ve seen on CNBC.
“This study provides a deeper insight into the behaviors, personalities and work styles of financial advisors and the most effective means to reach this influential group,” said Tom O’Brien, CNBC’s Chief Revenue Officer. “It also further demonstrates that financial advisors are highly engaged with CNBC and rely on its multiple platforms for business and financial information.”
The study also explores how financial advisors use social networks in their jobs. "Although concerns about industry regulations prevent a majority of financial advisors from utilizing online social networking tools at work, we identified a key segment of advisors that bucks this trend," said Ray Borelli, Senior Vice President of Strategic Research, Scheduling and Long Form Programming.
For more information about this study, contact Tom O’Brien, Chief Revenue Officer, CNBC, at Tom.OBrien@nbcuni.com.
With CNBC in the U.S., CNBC in Asia Pacific, CNBC in Europe, Middle East and Africa, CNBC World and CNBC HD+, CNBC is the recognized world leader in business news providing real-time data, analysis and information to more than 390 million homes worldwide. The network's 16 live hours a day of business programming in North America (weekdays from 4:00 a.m.- 8:00 p.m.) is produced at CNBC's global headquarters in Englewood Cliffs, N.J., and includes reports from CNBC News bureaus worldwide. CNBC.com and CNBC Mobile Web (mobile.cnbc.com) offer real-time stock quotes, charts, analysis and both on-demand and live streaming video.
Members of the media can receive more information about CNBC and its programming on the NBC Universal Media Village Web site at http://www.nbcumv.com/mediavillage/networks/cnbc/