CNBC looks to Grindr for new viewers amid falling ratings

The business and financial news broadcaster is reportedly advertising on the gay hook-up app

Grindr, which was launched in 2009, allows homosexual, bisexual or bi-curious men to find other users in their vicinity (AFP/Getty)

CNBC is reportedly turning to gay hook-up app Grindr in a bid to attract new viewers.

The business and financial news broadcaster is advertising on Grindr after ratings fell to a record low, according to the New York Post.

CNBC is said to have bought a banner on the site that reads: “All-new CNBC app for iPhone and iPad.” A screenshot published by the Post shows the somewhat incongruous advert beneath a series of profile pictures of men, many of whom are topless or flexing their muscles.

A TV insider told the publication: “Perhaps CNBC is hoping Grindr users will cruise the business news between hook-ups.”

The advert was reportedly placed there via an agency.

Grindr, which was launched in 2009, allows homosexual, bisexual or bi-curious men to find other users in their vicinity. On its website it claims to have five million users in 192 countries and says around 10,000 new users download the app each day.

In 2014, CNBC ratings hit their lowest since 1995, with an average audience of 177,000 between 9.30am and 5pm. In 2004, the same figure was 214,000.

Yesterday the Wall Street Journal reported that CNBC’s daytime ratings are to be measured in the future by Cogent Reports. The marketing and research firm replaces global information and measurement company Nielsen, which CNBC claimed under-reported its figures by failing to reflect changing viewing habits.