Writers strike causes advertisers to worry

NEW YORK (AP) — As the Hollywood writers strike enters a second week, advertisers are worrying it could seriously disrupt the TV schedule — and the number of eyeballs viewing their ads — in coming months.

So far, the strike has forced only late-night talk and comedy shows into reruns, since their material must be freshly scripted every day.

But when marquee shows such as “The Office,” “Desperate Housewives” and “24” halted production, the supply of ready-to-air prime-time hits came under threat — and that has been unsettling to advertisers.

For the moment, the bulk of the TV schedule is intact. And ad buyers aren’t worried about losing money because their contracts guarantee total audience counts, which the networks will make up with more airtime if ratings drop.

The real worry is what effect a prolonged strike could have on future TV show development.

and on audience loyalty to big-name shows.