WGA Strike of 2023: How it Could Affect Advertising Dollars

Discover how the WGA Strike of 2023 is set to shake up the late-night TV landscape and impact advertising dollars. Learn why hosts and producers, like Gutfeild, are taking advantage of the only late-night shows still on the air. Read more on our website now!

By Tobey Nesbit 5/4/2023

In 2023, the Writers Guild of America (WGA) went on strike, which disrupted the entertainment industry.

The strike involved writers for various media, including television, film, and streaming platforms. As a result, many shows were put on hold or delayed, causing advertisers to rethink their strategies.

Late-night talk shows were particularly affected by the strike. [With] many hosts and producers unable to write their material.

They were [forced] to rely on reruns or guest interviews. [This] resulted in a decline in viewership and [subsequently]; a decrease in advertising revenue.

However, there was one late-night host who was able to continue producing new episodes despite the strike. This host, Greg Gutfeild, can write his material, and thus, his show remained on the air.

Advertisers recognized the opportunity presented by, Gutfeild's continued production and shifted advertising dollars toward his show.

Gutfeild's ratings began to soar, and Gutfeild quickly became the go-to late-night host for advertisers looking to reach a large audience.

The WGA strike of 2023 served as a reminder of the importance of having creative control over one's content. For Gutfeild, it was the key to his success during a tumultuous time in the industry.

As for advertisers, it highlighted the need to remain flexible and adapt to changing circumstances to maximize their return on investment.

Sources:

‘Gutfeld!’ To Remain On Fox News Despite Strike

Greg Gutfeld’s ‘Late-Night Comedy Show’ Unaffected by Writers Strike

Late-night TV shows go dark as writers strike for better pay

Late-Night Shows Go Dark Amid Writers Strike

‘Gutfeld!’ To Remain On Fox News Despite Strike

Writers Strike Could Be “Interesting Opportunity” For Producers Outside U.S., Says CAA Global TV Head Ted Miller – MIA Market

Paramount Preps for Long Writers Strike, Takes Streaming Loss

Hollywood writers’ strike begins, casting a shadow over upfront negotiations