Advertising Revenues Drop 55 Percent on The Anniversary of The September 11 Terrorist Attacks

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Contact:
Matt Biscuiti
Golin/Harris International
(212) 373-6044
mbiscuiti@golinharris.com

News

September 17, 2002

Advertising Revenues Drop 55 Percent on The Anniversary of The September 11 Terrorist Attacks
More Non-Program Airtime Shifted to PSAs

NEW YORK, September 17, 2002 - The broadcast day of September 11, 2002 earned a combined total of $57.8 million across network, spot and cable television, according to recent data and analysis from TNS Media Intelligence/CMR, the leading provider of strategic advertising and marketing communications information.

CMR/TNS estimates that average weekday television revenues were $127.5 million¹ for the five weekdays prior to September 11, 2002. "By comparison, revenues on September 11 were down 54.6 percent," said David Peeler, president and CEO of CMR/TNS. "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 The Anniversary of September 11

Media	Average Daily Dollars*	September 11, 2002 Daily Dollars	% Change
Cable TV	$28,479,367 (e)	$15,435,726	-45.80%
Network TV	$49,664,887 (e)	$21,188,395	-57.30%
Spot TV	$49,322,049 (e)	$21,217,099	-57.00%
Total	$127,466,303 (e)	$57,841,221	-54.60%

Source: CMR/TNS
* Average daily spending is based on the five weekdays prior to September 11, 2002. Figures exclude PSAs.
(e) = estimate

This year on September 11, the total non-program airtime that was available for paid commercials and PSAs fell 42.1 percent. Of the non-program airtime, the total allocated for PSAs rose 5 percent to 19 percent respectively.

	Daily Average*	September 11, 2002	% Change
Paid Commercials	182771	89952	-50.80%
PSAs	9722	21594	122.10%
Total	192493 ²	111546 ²	-42.10%
PSAs as % Total	5%	19	14pp [Percentage Points]

Source: CMR/TNS
* Average daily spending is based on the five weekdays prior to September 11, 2002.

About CMR
TNS Media Intelligence/CMR, offers strategic advertising and marketing communications information to advertising agencies, advertisers, broadcasters and publishers. The company's tracking technologies collect occurrence and expenditure data, as well as the creative executions of over one million brands across 15 media. CMR is headquartered in New York City and maintains sales locations in major markets throughout the United States.

Within the TNS organization, CMR stands as a key member of TNS Media Intelligence. This group, dedicated to worldwide media analysis, provides advertising expenditure tracking, evaluation and consultative services for broadcast, Internet and print media, in addition to news monitoring capabilities. TNS Media Intelligence is the market leader in the U.S. and France, with significant operations in Europe and Asia. For further information, visit http://www.cmr.com.

Through its international network of 230 offices in more than 50 countries, Taylor Nelson Sofres provides market information services in over 80 countries to national and multi-national organizations. It is ranked as the fourth largest market information group in the world. Further information on Taylor Nelson Sofres is available from the corporate Web site: http://www.tnsofres.com.

¹ Average daily spending is based on the five weekdays prior to September 11, 2002.
² Figures calculated using equivalized 30 second spots.