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OLBERMANN EXIT COULD HIT NBC-U’S EARNINGS

January 25, 2011 by · Leave a Comment 

Outgoing NBC Universal bosses may have boasted in the past that growing revenue from its cable networks has more than offset sliding revenue from its NBC broadcast network, but the departure of Keith Olbermann is likely to see MSNBC’s revenue drop significantly. “It could bring down the average rating [of the network],” Gary Carr, of ad buyer Targetcast TCM told Mediapost.com. “There will be some upset people.” Media analyst Brad Adgate of Horizon Media remarked that Olbermann’s departure could “potentially” hurt MSNBC, because such cable networks “are driven by personalities.” But another unnamed executive of an ad-buying agency said that some advertisers had already begun to shy away from Olbermann’s controversial show. “Far more advertisers buy MSNBC and exclude Olbermann,” he said. Meanwhile, neither MSNBC nor Olbermann himself was discussing the reasons for his departure, although Olbermann did comment on his Twitter page: “The reports of the death of my career are greatly exaggerated.”