MEDIA COMPANIES LOSE $77 MILLION IN WEEK ONE OF WAR

Cable News Channels Show Biggest Drop In Ad Revenue

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NEW YORK (AdAge.com) -- U.S. media lost $77 million in advertising revenue during the first week of the Iraq war, according to Taylor Nelson Sofres' CMR.

An analysis of ad revenue among TV

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media found cable news channels saw the biggest drop in revenue during the week of March 19-25, down 71% from week before, while Spanish-language TV was down 18% and networks dropped 14%.

The biggest drops in advertising came on March 20, as ground troops first crossed into Iraqi territory. Cable news was off 96% that day, while the Spanish-language networks dropped 50% and the networks dropped 39%. Spot TV was down 3% for the week and non-news cable was the only TV medium not affected by the war; it showed a 6% increase in ad revenue for the week and was flat on March 20.

CMR plans to issue weekly reports on the war's impact on the ad industry and will report on the state of the ad industry after the war ends.

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