The Writers’ Guild of America has declared a strike affecting popular shows such as “Abbott Elementary” and “Cobra Kai,” leading to immediate cancellations of writing rooms, delayed TV show schedules and reruns. 

The strike coincides with upfront season negotiations between networks and advertisers, leading to increased advertising demands for flexibility and alternative advertising platforms, including TikTok, YouTube and FAST. 

Media buyers and executives predict that prolonged strikes could negatively impact ad negotiations, leading to a shift towards streaming platforms and affecting linear TV companies disproportionately. 

However, network executives remain optimistic, citing a shift towards dealmaking that accommodates delayed productions and shifts in investments. 

Despite the potential negative impact on the airing of scripted content, advertisers can still rely on strength in sports, news and reality programming, and popular international and licensed series from streaming and connected TV platforms.