How the Hollywood Strikes Could Deal Another Blow to the Already Shrinking Linear TV Business | Charts

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New data reveals advertisers spent less on broadcast and cable in the 2023-2024 upfront, despite media companies touting overall pricing and volume growth in negotiations

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With Hollywood’s strikes still unresolved, media companies have wrapped up negotiations with advertisers that kicked off with a season of upfront presentations marred by the absence of talent and dogged by writers’ picket lines outside.

Linear TV, which has been struggling with a soft advertising market on top of audiences steadily eroded by cord-cutting, officially fell below 50% of viewership for the first time ever in July according to Nielsen — and new data shows that some advertisers are shifting their spend away from broadcast and cable to get the most bang for their buck.

According to preliminary estimates from ad consulting firm Media Dynamics Inc.,