• Associated Press via AOL, Tuesday, November 13, 2007 12:01 PM

As the writers strike drags on, some marketers are beginning to worry that it could soon disrupt TV schedules and cut into ad viewership.While the 2-week old job action has thus far put just late-night talk and comedy shows into rerun, marquee programs, including "The Office," and "24" have stopped production, bringing the supply of top-rated prime-time fare into question.

So far, most of the schedule is intact and media buyers aren't that worried; their contracts guarantee total audience counts,which the networks would have to make good on if ratings fall. But the real concern is the possible impact a prolonged strike could have on future development and audience loyalty to big-name shows.

"This could become a watershed moment," says Brad Adgate, senior vice president of research at Horizon Media. "There's a lot of opportunities that consumers have with digital media, and advertising dollars are going to follow the eyeballs." Heather Goodchild, media analyst at the Standard & Poor's credit rating agency, adds that networks' prime programs "could lose momentum and, potentially, audience interest if they are replaced by ad hoc, filler programming."

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