• by Jack Loechner , Staff Writer @mp_research, October 7, 2001

Television Advertising Sidetracked

David Peeler, president and CEO of CMR. Said that "Spending on all television advertising was already showing declines of 2 to 4% for this year. Now, we're looking at revenues that could be down in the range of 6 to 8% for 2001." For the broadcast week of September 9th through the 15th, according to CMR, networks cut their advertising in favor of continuous coverage of the events of September 11th. Network, spot and cable television lost a combined $313.2 million in advertising revenue.

- Network advertising lost $188.4 million for the week
- 49% of their weekly revenue.
- Spot, or local, television in the nation's 75 largest markets lost $93.2 million for the week, equivalent to 30% of their weekly advertising revenue.
- Cable television was the least effected, losing $31.6 million, or 16% of their weekly revenue.

Estimated Daily Revenue Losses 9/11/01 - 9/15/01 (million $)

  +-----------+---------+-------+-------+--------+  | Day       | Network |  Spot | Cable |  Total |  +-----------+---------+-------+-------+--------+  | Tuesday   |   $45.9 | $27.9 |
$10.2 |  $84.6 |  | Wednesday |   $41.9 | $25.4 |  $5.6 |  $72.9 |  | Thursday  |   $38.8 | $19.5 |  $4.6 |  $63.0 |  | Friday    |   $35.9 | $18.7 |  $5.7 |  $60.4 |  | Saturday  |   $25.8 |  $1.7 |
$4.9 |  $32.4 |  | Total     |  $188.4 | $93.2 | $31.7 | $313.3 |  +-----------+---------+-------+-------+--------+  

Source: CMR, a Taylor Nelson Sofres company

You can read more here.