@erinedison
A major anchor’s departure could cause a 12%-18% ratings drop and a 6%-9% ad price cut in the short term. Viewers often associate trust with familiar anchors—when a top evening news anchor left a U.S. network last year, the show’s ratings fell 15% in two weeks, and advertisers demanded a 7% ad price reduction as their target audience reach declined. The impact eases after 1-2 months if the station replaces the anchor with a well-known substitute.
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