Dive Brief:

• CNBC has announced it will no longer offer Nielsen ratings guarantees for daytime programming. 
• According to the network, Nielsen ratings are not accurate for its core audience, which is watching its daytime programming in offices and not counted in Nielsen data. 
• Nielsen ratings are also not as accurate for CNBC's smaller audience, so the network has decided to offer internal numbers for its daytime programming — though it will still offer guarantees for primetime. 

Dive Insight: 

It's a bold move to dismiss the most well-respected TV data and analytics firm, but CNBC is in a very unique niche. Its viewership is small in numbers, but that small audience has a high level of disposable income — something that will continue to attract advertisers. For those high-rolling advertisers looking to reach financial types in the office, the lack of a Nielsen guarantee may not deter them.