Since the start of Operation Iraqi Freedom, some advertisers have yanked their ads on the local and national level. Broadcast, cable, national and local outlets estimate a $100 million loss in the first week of war alone.
Particularly affected by the war are travel-related advertisers. Travel and tourism experts expect to have a long delay before advertising kicks back up again.
MasterCard is approaching the war and media coverage on a day-to-day evaluation basis. Company execs say the ad schedule will have to undergo complete analysis even after mass war coverage ends.
Even companies like Home Depot are scaling back, watching the war. In the first week of war, Home Depot pulled all of its ads even though some are still being found on the air in various U.S. cities.
Polls indicate Americans are ready for commercials to be a part of their regular programming once again, though. Programs like American Idol continue to do well and provide an escape from continuous war coverage.
Anheuser-Busch decided to tailor its ads to be more sensitive in these times. The U.S. Army launched a brand new ad campaign altogether.
While media buyers, advertisers and even TV outlets are suffering from the loss of revenue through the war, experts say the outlook could get brighter. Zenith Optimedia has changed its ad spending forecast from 1.9 percent to 2.2 percent in 2003.
A Zenith spokesperson was quick to note the risks of prolongued war could "damage advertiser confidence." Zenith also expects ad spending to go up 4.5 percent in 2004.
In the meantime, advertisers are also weighing another important factor during this war. Opponents of the war are calling for a boycott of many American-owned companies in the Middle East.
Coca-Cola, Heinz, McDonald's, Pepsi, Procter & Gamble and Xerox are just some of the companies being targeted for boycott. Representatives from these companies are working together to spin the negativity in a positive light.
For companies like Coca-Cola, Pepsi and Procter & Gamble, an overseas boycott is serious business - or lack thereof. These three companies in particular are among the top 10 advertisers in Egypt.
