CNBC based its forecast on data released by Nielsen Media Research, and said its strong performance reflects the kind of information sought by growing numbers of Americans investing in the stock market.

Viewers aged 25 to 54 are significant as they determine theatres that networks charge advertisers. Neilsen's total day measured audience rating of 0.12 achieved by CNBC for the month through June 17 was about double that of a year ago, CNBC said. The rating is equal to an average audience of 98,000 viewers per day} compared with CNN's rating or 0.10, or an average of 90,000 viewers.

CNN has 74 million subscribers compared with 66 million for CNBC, meaning CNBC needed to overcome a 12 per cent CNN advantage in distribution. CNBC vice president of Research Barry Stoddard said the network did not do anything differently inJune, and that the higher ratings have been building since the steep sell-off in the stock market in October.

"Those invested in the stock market came in to find out what was happening in October, and they haven't left," he said. "We've been at that plateau or higher ever since. There is this heightened awareness this information is important."

In 1990, about 21 per cent of American adults invested in the stock market, and that number is now approaching 50 per cent.

CNBC charges its advertisers at least double the rate paid for time slots on general news programming. It said advertisers are willing to pay more for the business news audience, who are generally wealthier, more educated and more influential than others watching television.

CNBC is a wholly owned subsidiary of NBC, which is owned by General Electric Co. CNN is owned by Time Warner Inc.