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London (pte039/11.07.2005/14:47) - Television networks including Britain's ITV1 http://www.itv.com/news and Sky News http://www.sky.com/skynews/home withdrew their advertising during news broadcasts of the London Underground bombing last week. According to one estimate, ITV1 pulled advertising worth about £1 million in order to bring coverage of the terrorist attack to its viewers.
Managing director of Starcom http://www.starcomworldwide.com, Pete Edwards, said that the amount of advertising pulled off air would be "more than £1m".
"Strictly speaking they don't really lose it because most advertisers have committed an amount of money for a month and ITV will make it up at another time," he said.
News coverage of the attacks began at 10 am, finishing nine hours later, when normal programming resumed.
"It's a hugely sensitive time and we have got to be highly sensitive for the people who are suffering, so if there is anything from advertising perspective that might add to the anyone's distress we pull those adverts," he said.
"We spoke to all our advertisers and other than them not wanting to appear in news programmes they were happy to continue."
Newspapers also devoted more space to attack-related coverage, The Guardian and the Daily Telegraph removing adverts from its first five pages.
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