Will the US writer's strike push more ad dollars online?

In the United States, television is in the midst of a months-long writers strike. Back in November, the Writer's Guild of America, unable to reach an agreement with The Alliance of Motion Pictures and Television Producers, went on strike. That means no new shows are being written and many television programs are now in danger of going "dark". With this news, should advertisers begin taking money from television ad campaigns and into the online realm?

by Kristina Knight

It may be a little too early to determine how much money should be moved - or if any at all should be moved - because at this point the strike is only into it's second month. However, if the strike is prolonged for many more weeks, shows will be out of material written prior to the strike and many shows will go dark. That means no new episodes to intrigue viewers which means many ads could be wasted with television viewing.

How can the Internet help advertisers who don't want to broadcast commercials to a dwindling television audience?

By offering new content from alternative sources. According to a recent Pew Internet & American Life Project report traffic to video sharing sites has nearly doubled in the past year. 48% of users report visiting an online video site in December 2007; 33% of users reported the same thing in 2006.

Now, with television in danger of going dark, there will be fewer shows launching online segments. However, the Internet will become an increasingly popular hub for entertainment when favorite television shows go into - or continue on - a repeat schedule. So pushing ad dollars, whether online video or display, online could net advertisers a new user base.