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Let me see if I understand this correctly. They are talking about advertising REVENUES, not PROFITS. Therefore, if you add another week from four to five, you are basically adding 25% to the revenues, especially since that fifth week is supposedly fatter than the other four. So, instead of rising 1.7%, it’s very likely that revenues dropped nearly 25%. Hmm. Minor adjustment, I don’t think.

Well, yes. Sort of. Most businesses close their monthly businesses on the last Friday of the month, IIRC. Depending on where the days and dates hit, some monts are "five week" months and some "four week" months. Like maybe there are 8 four week months and 4 five week months every year. Bookkeepers like to close things on Fridays - it's their retentive nature, I suppose.

However, a five week month has 35 days compared to a four week month of 28 days. When comparing one against the other, it should be noted. Also, as I noted upthread, some quarterly comparisons may not have the same number of weekends, which could make a difference because of Sunday add sales.

To answer your question, I don't know if you could say the revenue comparison would be 25%, but it would be significant.