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Cnbcs Donny Deutsch Losing Viewers Shirt

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by Jeff Bercovici
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May 16 2008 12:00am EDT

CNBC's Donny Deutsch Losing Viewers, Shirt

"The Big Idea is a stake in the ground against Fox in primetime," declared CNBC executive Jonathan Wald in October.

They might want to find another stake. Well-tanned ad guru Donny Deutsch's show is off 15 percent in the ratings year-to-date versus the same period in 2007, according to Nielsen. That's both among total viewers and within the prime 25-54 age group.

Worse, The Big Idea frequently "scratches," or draws an audience too small to mention. That's been the case half of the time so far in May.

The good news is the sagging ratings don't seem to be affecting Deutsch's shirt-shucking brio. Always fond of baring his reasonably-well-preserved torso, the Matthew McConaughey of business news recently whipped it off for the University of Pennsylvania's alumni magazine. Let's see you try that one, Cavuto.

Update: Wow, what a crazy coincidence -- Daily Intel has the same item (and they posted it first).

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