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Why does the carrier level drop when the carrier is modulated?

April 26, 2017drop level modulated

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Why does the carrier level drop when the carrier is modulated?

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For normal AM modulation the carrier should stay constant but for the TV industry only downward modulation is used. For 100% square wave downward modulation the carrier decreases by 6 dB from the CW level and the first sidebands are 3.9 dB below the new carrier.