The 3rd Hour Of WCW Nitro

When WCW got rid of the 3rd hour of Nitro and went back to 2 hours in early 2000, were things different then in the fact that it didn't end up costing them a ton in lost revenue like if the WWE were to somehow get rid of the 3rd hour of Raw today?  
It did cost them a ton of lost revenue.  It was a stupid thing to do and one of the reasons why the company was no longer an attractive piece of the Turner empire by the time 2001 came around.