AD SPENDING REBOUNDS DURING WEEK TWO OF WAR

Cable News Channels Still Show Loss in Ad Revenue

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NEW YORK (AdAge.com) -- Advertising spending was back to normal during the second week of the war in Iraq, bringing TV's total losses to $5.8 million up to date, according to Taylor Nelson Sofres' CMR.

Marketers spent $71.2 million ahead

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than the year-ago period on TV advertising the week of March 26 to April 1, according to CMR's preliminary tallies. During the prior week, media companies lost $77 million, after advertisers withheld their commercials as the war broke out in Iraq.

An analysis of advertising revenue among TV media found that cable news channels again saw the biggest drop in revenue during the week, down 44%, while all other TV media were positive for the week. For the two-week period, cable news networks are down 56% from the year-ago period, Spanish-language TV was down 7% and networks dropped 4%.

Non-news cable networks are running 10% head from the two-week period last year and spot TV is up 3%.

CMR plans to report weekly 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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