The writers strike has media buyers growing cautious about the efficacy of TV advertising in the weeks ahead and in the first quarter of 2008 -- and mulling strategies for possible reallocation of marketers' ad spending. The fourth quarter is an especially fraught time for marketers to not be able to count on TV as a reach vehicle, as many are pushing products for the holidays.
"The strike has clearly challenged us to approach the TV world a little differently over the next weeks," said Eric Blankfein, senior VP-channel insights director at Horizon Media. "We are looking to provide our clients with alternatives in reaching their audiences at a crucial time of year. Retail is so focused on fourth-quarter results that we can't afford to have a drop-off in audience delivery." The strike offers good reason to evaluate and consider moving some clients into venues such as cinema, radio, digital and print, Mr. Blankfein added.