Why Advertising Revenue At CNBC Parent Comcast Declined By 5%

Curious why Q3 revenue at the NBCUniversal segment of which CNBC is part of at Comcast remained unchanged at $2.255 billion compared to ($2.239 billion in Q3 2013), and why advertising revenue actually dropped by a lofty 4.6% in the quarter compared to a year ago?

Let's find out from the source, shall we. Here is the explanation from the company's earnings release:

For the third quarter of 2014, revenue from the Cable Networks segment increased 0.7% to $2.3 billion compared to $2.2 billion in the third quarter of 2013, reflecting a 5.1% increase in distribution revenue, partially offset by a 4.6% decline in advertising revenue, primarily due to a decline in ratings.

You mean... this?