The Writers Guild of America (WGA) went connected onslaught successful May, putting caller scripted episodes of shows connected clasp until they get a amended deal. How atrocious is this for TV advertisement revenue? Ad gross is already slipping from speech shows, soap operas and sitcoms, a class that makes up 9% of the $26 cardinal successful TV ads overall, according to a survey taken successful June, earlier the actors’ national SAG-AFTRA went connected strike, by advertisement income quality institution Media Radar.

Here’s a look astatine what the survey found.

Scripted TV down. Talk shows, soap operas and sitcoms took successful 9%, oregon $2.36 billion, of $26 cardinal successful TV advertisement gross successful the archetypal fractional of 2023. Sales for these shows are down 5% compared to H1 2022.

Because advertisement slots are often bought respective months successful advance, the afloat brunt of the WGA onslaught is inactive to come.

Primetime programming. Primetime TV programming saw a important 15% driblet this year, from $13.1 cardinal successful H1 ‘22 down to $11.2 cardinal successful H1 ‘23.

TV speech shows were down 1% successful advertisement walk implicit the aforesaid period.

“Lucrative late-night speech shows specifically person been disconnected the aerial already for a mates months,” said MediaRadar CEO Todd Krizelman, successful a release. “Soon, autumn programming, including speech shows, soap operas and primetime sitcoms should air. However, that is apt to beryllium delayed since they trust connected writers done the summertime for scripts.”

Dig deeper: 4 tips to get the astir retired of CTV advertising

Bad timing. Some scripted shows were gaining successful advertisement gross up until the strike.

For instance, ads for soap operas roseate 17% YoY — from $101.5 cardinal successful H1 ‘22 to $118.6 cardinal this year.

Also, sitcoms were up 16%, earning $2.2 cardinal successful H1 2023, up from $1.9 cardinal past year.

Why we care. This survey was based connected some accepted and integer channels. This year, integer advertisement walk is astir three-quarters of wide spend. And CTV is, connected average, 10% of digital, and rapidly climbing.

Although streaming services unfastened up the vault to aged episodes (on accepted TV, they’re called reruns), integer TV does person caller hits for “appointment viewing” — similar Max’s precocious concluded “Succession” — and they’re each connected hold.

So for the summer, TV advertisement gross is astatine a standstill. Expect the existent interaction of the WGA onslaught to deed this fall.