Writers' Strike Not Turning Off Americans ... Yet

New Research By TNS Finds The Immediate Impact Of The Writers' Strike

Seemingly Minimal

    NEW YORK, Dec. 19 /PRNewswire/ -- TNS, a world leader in market insight
 and information, today announced results from a survey of TV viewers
 gauging their support and reaction to the Writers Guild of America (WGA)
 strike, which has been ongoing since November 5, 2007. As writers continue
 to march the picket lines, the survey finds that the strike has caused no
 impact on the viewing habits of 74 percent of Americans. Additional survey
 findings include:
 
 

     -- Almost two thirds of Americans do not support either side in the
        writers' strike
        -- 34 percent do support the writers (West Coast slightly more
           supportive at 39 percent)
        -- Two percent support the television producers
     -- At 38 percent, men are slightly more supportive of the strike than
        women
     -- Almost 20 percent of respondents do not support the strike because they
        do not know why writers are striking
 
     The research also reveals that only 22 percent of Americans are
 watching significantly less TV than they were before -- making the
 immediate impact of the strike manageable for both broadcasters and
 advertisers.
 
     "While the effect of the strike has not affected mainstream viewing
 habits, the decline is quickly approaching," said Don Ryan, Vice President
 of TNS Technology and Media, TNS North America. "We will begin to see an
 overall cut in TV viewing by 10 to 20 percent in the next few weeks, once
 many shows begin airing reruns of recent episodes."
 
     As the strike continues, advertisers and networks are already taking
 note of this potential drop off, adjusting forecasts accordingly. As
 viewers start to see a greater impact on the quality of aired programs,
 consumer sentiment may begin to run more strongly against the producers.
 
     About the Research
 
     The study is based on a representative national sample of 2,500 people
 aged 18+ using the TNS 6th Dimension Access Panel. The internet based
 survey was completed the week of December 3rd.
 
     About TNS
 
     TNS is a global market insight and information group.
 
     Our strategic goal is to be recognized as the global leader in
 delivering value-added information and insights that help our clients to
 make more effective decisions.
 
     As industry thought leaders, our people deliver innovative thinking and
 excellent service to global organizations and local clients worldwide. We
 work in partnership with our clients, meeting their needs for high-quality
 information, analysis and foresight across our network of over 70
 countries.
 
     We are the world's foremost provider of custom research and analysis,
 combining in-depth industry sector understanding with world-class expertise
 in the areas of Retail and Shopper Insights, Stakeholder Management, New
 Product Development, and Brand and Communications. We are a major supplier
 of consumer panel, media intelligence and internet, TV and radio audience
 measurement services.
 
     TNS is the sixth sense of business.
 
     http://www.tns-global.com
 
 
 

SOURCE TNS