Due to long hours of load shedding, advertisements in electronic media have decreased by almost one half. The victims of this situation have been the FM radios and television channels. If the hours of load shedding increase from current 14 to 16 hours a day, the advertisements will drop by 60 percent, according to immediate past president of Advertisement Agencies Association of Nepal, Nirmal Raj Poudel. Ranjit Acharya, chief executive officer of Prisma Advertising, said that due to the load shedding, the agencies have reduced the ads to television by one half already. In total, the ad market is said to have shrunk by 30 to 35 percent.