NEW YORK: It may not come as a surprise, but the broadcast day of 11 September 2002 was a bad day for the television business in the 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.

Comparison of ad spending levels on 9/11 anniversary

(e) - estimated figures
Source: CMR/TNS

This year on September 11, the total non-programme airtime that was available for paid commercials and PSAs fell 42.1 per cent. Of the non-programme airtime, the total allocated for PSAs rose five per cent to 19 per cent respectively.

(#) means figures calculated using equivalised 30 second spots.