This nugget from the WSJ, on the (misguided premise) that Don Imus might help juice FBN ratings in the mornings, was pretty amazing [emphasis added]:
Fox Business averaged 21,000 viewers between 5 a.m. and 9 p.m. in June, according to Nielsen Co.
That's right, 21,000 viewers. Now, combine that number with this one:
Fox Business is in 49 million homes, including the New York and Washington markets.
Rupert Murdoch's Fox Business Network is in 49,000,000 homes, but only 21,000 tune in during the morning. I think that comes out to .05% of possible viewers watching FBN during morning drive, but I'm no good at math so the figure might actually be lower.
Suffice it to say that after more than a year on the air, FBN remains cable's best kept secret.