• by Karlene Lukovitz  @KLmarketdaily, June 7, 2023

What is the potential advertising impact from production interruptions due to the writers’ strike that began May 2?

Advertising and intelligence platform MediaRadar analyzed a data sample of first-quarter ad spend from categories most vulnerable to those stoppages to quantify the magnitude of potential advertising losses.

Although streaming platforms are not the most vulnerable media channel because they were able to stockpile some content, they are already being impacted to a degree. Streaming series reportedly experiencing production delays include “Stranger Things,” “Emily in Paris,” “Hacks,” “Yellowjackets,” “Cobra Kai,” “Unstable,” “Big Mouth,” and “The Last of Us."

And according to MediaRadar, in Q1, prior to any effects from production stoppages, ad spend in streaming platforms was already down 28% year-over-year, at $352.4 million versus $486.8 million in Q1 2022.

Two other categories that are even more vulnerable to production delays saw increases in ad spend in Q1.

Ad spend on TV talk shows totaled $221.4 million — up 11% from $199.9 million in Q1 2022. Ad spend on TV soap operas was $59.4 million —up 23% from $48.8 million in the year-ago quarter.

In total, advertisers spent $633.2 million on the three TV categories during the quarter.

Advertising for movies is also at stake if the strike continues. In Q1, that ad spend exceeded $771 million, up 24% year-over-year, according to the analysis.

Last year, the MTV Movie & TV Awards alone drew $25.7 million from more than 100 advertisers.