Cable is looking better for media buyers as the writer's strike enters its fourth week. Adweek reports that while networks have enough fresh episodes to last through February sweeps, marketers are getting nervous that prime-time ratings will fall as the source of its content dries up this spring. The thinking goes cable has great original content and series (such as The Sopranos) that can be replayed, pulling audiences off of the broadcast nets.
The broadcast season started off in a bad slump, with ratings down about 12 percent -- even with original episodes on the air -- in the first four weeks. If broadcast networks lose more steam, advertisers will want out, and the media planning chaos could cascade into demands for cash back and severe skepticism about the next 2008-09 season. Check out Adweek's analysis here.
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