‘Bachelorette’ JoJo Fletcher’s ‘Cash Pad’ Notes Are Anything But Cash For CNBC
“Cash Pad” hasn’t exactly been a cash cow for CNBC, which was counting on converting some “Bachelorette” viewers into fans of its JoJo Fletcher and Jordan Rodgers short-term rental renovation series.
Unfortunately, it didn’t work out in terms of Nielsen ratings.
In the Live + Same Day numbers, “Cash Pad” averaged 134,000 total viewers, with only 45,000 coming from adults 18-49. Among 25-54 year olds, the average is slightly above 51,000 viewers per episode.
With the benefit of one week of DVR viewing, “Cash Pad” averaged 230,000 total viewers per episode, including 73,000 from the 18-49 demo. This number is again slightly higher in the 25-54 demo, with 87,000 viewers falling into this older age bracket.
These numbers are so bad… (“How bad are they?”)
The 18-49 audience of “Cash Pad” is smaller than that of Animal Planet’s “Fish or Die” and Oxygen’s “Killer Affair,” to name a few. few hundreds top-rated primetime cable entertainment series. Although the counts are a bit higher among adults 25-54, “Cash Pad” actually tends to drop a few more slots in the cable rankings.
In the three demos we studied, “Cash Pad” did not rank above #242 on the 260 basic cable entertainment shows ranked by Nielsen.
“Cash Pad” is CNBC’s lowest-rated primetime original series. It’s an even more damning statistic when you consider that CNBC Prime isn’t exactly lighting the world on fire overall, which is likely why the network just hired Discovery Channel executive Denise Contis to to be its new head of primetime content.
You’d think that means we’ll never hear the words “Cash Pad” and “Season 2” together. We can actually help make the case for more – but maybe not a *strong* case.
First, it’s hard to come up with a unique take in 2019 amid all the clutter of home improvement shows, but with their Airbnb-centric approach, former “Bachelorette” Fletcher and her beau – TV and Life real – actually did just that.
Also, “Cash Pad”‘s viewership may be small, but it’s more powerful in some ways than CNBC’s averages during the period previously were. “Cash Pad”‘s linear viewers are younger, more affluent and more female than the cable channel. They are also more social media savvy — and active.
And of course, there’s viewing, which Nielsen doesn’t measure — yet, at least. “Cash Pad” racked up 101,000 views of its pilot episode on YouTube with the first week of availability, a person with knowledge of the data told TheWrap. But even “pad”-ding its stats with those clicks, “Cash Pad” has been anything but cash in the bank for CNBC.