Recapturing Lost TV Reach Due to Writers/Actors Strike

RADIO ONLINE | Friday, September 15, 2023

Westwood One

To understand the degree to which Americans are aware of the Hollywood writers and actors strike and how media habits might shift as a result, the Cumulus Media | Westwood One Audio Active Group retained MARU/Matchbox to conduct a national study of 1,003 Americans conducted August 25-28. The findings are outlined in this week's company blog.

• Eight of ten Americans are aware of the Hollywood writers/actors strike while only two-thirds of 18-34s are aware; The older the demographic, the greater the strike awareness.

• 18-34s are most likely to boycott a film/TV show or unsubscribe to a streaming service if urged by their favorite actor.

• Of those aware of the strike, 27% say they will watch less TV this Fall due to increased repeats, reality shows, and game shows. Among those aware of the strike, 32% say they will watch less TV this Fall. 5% say they will watch more. Thus, the net of the two means 27% will watch less TV this Fall.

• Among heavy linear TV viewers who are aware of the strike, 22% say they will watch less TV this Fall. 25% of heavy TV viewers say they will watch less and 3% say they will watch more for a net reduction of 22%. Still, one out of five heavy TV viewers say they will be watching less TV this Fall.

• Those who say they will watch less TV this Fall due to the strike will spend more time watching TV shows/movies on streaming, listening to audio (podcasts, AM/FM radio, or music streaming services), and spending time with family/friends/outdoors.

• AM/FM radio makes your TV better. No matter the size of a TV budget, shifting 20% of TV spend to AM/FM radio results in a massive increase in reach.