Network TV advertising revenue fell last year.

The 3% decline in advertising revenue to $8.31 billion in 1985 was the first year-to-year decline since 1971, the trade journal Advertising Age reported. The networks had said that a decline was possible because ad revenue had risen 21% in 1984 in what was both an Olympic and an election year. But the Ad Age report, citing statistics compiled from Broadcast Advertiser Reports, a private concern that monitors advertising spending, said the biggest spending cutbacks in 1985 came from non-Olympic and non-sports advertisers, including women’s products and coffee.