Another buyer told Ad Age that this week has been an all-hands pivot contacting clients and the networks. The buyer said the networks each assured them that plenty of programming is finished and ready, and that “nobody was super concerned.”
The WGA has stated the strike was declared after failures to negotiate terms with the Alliance of Motion Picture and Television Producers over pay and job stability in the streaming era as well as restrictions on the use of AI in screenwriting. If the strike continues into the summer, which many predict it will, the buyer said it will definitely impact ad negotiations, requiring greater transparency and flexibility than before from programmers.
TV networks either “have got to tell me everything they have that’s new and fresh that I’m going to be buying into, or I’m going to [buy] as I usually do, but with the caveat that if I’m starting to understand that these are going to be reruns then we have the right to renegotiate,” the buyer said.
Either way, the buyer said the writers’ strike gives the buy-side additional leverage in negotiating pricing and terms: “Depending on how bullish I want to be about it in this kind of marketplace, they’re going to have to pay attention,” they said.
A third buyer said any potential disruptions would likely impact linear TV companies disproportionately.
“The broadcasters have a little bit more to worry about than the streamers, and that’s essentially because the streamers have an endless amount of content that they’re not putting something on at eight o’clock that needs a writer and a script,” said the buyer. “If they do hold out [in negotiations with WGA], then it will have an effect on programming and the upfront, but one would say money’s already shifting to streaming.”
Read more: DTC brands are spending more on connected TV
The last writers’ strike lasted 100 days from late 2007 to early 2008. The strike similarly brought productions to a standstill, notably killing the momentum for promising series such as “Pushing Daisies” and forcing networks to lean in harder to reality programming.
But one network executive said the new strike shouldn’t throw advertisers too far off course as the industry is already accustomed to a new era of dealmaking.
from Digital Marketing Education https://ift.tt/dVhC4Pe
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