Buyers previously told Adweek that the strikes didn’t affect TV upfront talks dollar-wise, with sports and unscripted content expected to take the bulk of the viewership for fall anyway.
However, in an Innovid survey in August, 72.8% of brand and agency professionals acknowledged that the writers and actors strikes would impact their advertising plans, with 45% saying that they planned to diversify their inventory and media channels and another 16% saying they would decrease their budgets.
For now, Q1 content is still up in the air. After all, productions take months to put together and make it to consumers’ screens. So even with a deal (nearly) done, this story is to be continued…
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