The advertising industry is looking for consistency with the actors unions--the Screen Actors Guild and the American Federation of Radio-Television Artists--by upsetting a decades-long business model.
The actors' contract with advertisers expires at the end of March, which could signal a strike. Also, some campaigns could go wanting in the crucial end of the TV season and pre-summer time selling
periods. The joint industry committee, the American National Advertisers/American Association of Advertising Agencies, wants a new formula to be based on a gross ratings point model--not the long-time
pay-per-play model. --Wayne Friedman