Ad revenues drop 55 per cent on 9/11 anniversary in US


According to CMR, a Taylor Nelson Sofres company, the day earned a combined total of $ 57.8 million across network, spot and cable TV, a drop of nearly $ 70 million from an average day's earnings.

With many services featuring largely ad-free lineups, the broadcast-television and cable industries had a bleak day in ad terms. Many purposely kept advertising to a minimum in deference to the day's significance, while several advertisers also saw little point in pushing their wares on the first anniversary of the national tragedy.

CMR/TNS estimates that average weekday television revenues were $127.5 million for the five weekdays prior to 11 September, 2002. By comparison, revenues on 11 September were down 54.6 per cent. According to CMR, while this is just a snapshot of activity on this particular day, the decline in paid advertising is indicative of the impact the tragedy has had on the marketplace in general. With the help of ad dollars budgeted for the elections and the holiday season in the third and fourth quarters, CMR/TNS expects to see an overall modest increase in advertising by year end.

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