What the Writers Strike Means for Advertisers

By: Idil Cakim, SVP, Research & Insights, Audacy

For the foreseeable future, some 24 million Late Night Show viewers will not be able to watch any new episodes – and that’s no joke. The Writers Guild strike, which went into effect on May 2nd, continues to force networks to air repeats, driving millions to look for alternative forms of entertainment. In a recent survey conducted by Audacy among U.S. adults, 8 in 10 late night viewers indicated repeats are not just cutting it for them. But they are not terribly nervous about missing out (68%). More than half (60%) said they felt guilty watching TV anyhow. 

Those eyeballs are turning away from screens to Audio. A majority of late night viewers (84%) whose shows are on pause due to the Writers Guild strike are excited to try new shows, especially on Audio. And a whopping 70% are excited to catch up on their podcast shows.

The passion these audiences feel for their favorite Audio comes as no surprise. Whether listening to the Radio or discovering a new podcast episode, Audio consumers are happy to create new night time rituals. For late night show fans Audio is more valuable than sleep! Only some 22% indicated they were going to use the extra time to catch up on sleep. 

What does this mean for planners who were used to catching those fun-seeking audiences lying on their couches to rest and detach from daily burdens? Pivot, pivot, pivot! Given the scale and variety of audiences Audio programs attract, it is possible to meet these people during moments when they are actually super engaged and receptive to advertising. 

Here’s where you can find them on Audacy: They are sure to crack up with Dana Carvey and David Spade on Fly on the Wall, listen to Radio Rental, Tell Me with Ellen Pompeo or keep things Pretty Basic with Alisha Marie and Remi Cruz, among others. 

Time and time again, we’re reminded that content is truly Queen. And it’s no wonder that these TV audiences’ yearning for new and authentic content brings them to influencer-lead Audio. 

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Source: Audacy, Writer’s Guild Survey, conducted on Ask Suzy platform, n=1,1010, 05/04/2023

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