"CBS Corp., owner of the most-watched television network, probably would take the biggest hit in a prolonged strike by TV and movie writers.
CBS gets two-thirds of its sales and profit from television. The New York-based company relies more on scripted shows such as ``CSI'' than competitors and is vulnerable to advertising losses, said Lehman Bros. analyst Anthony DiClemente."
"A prolonged writers' strike could send regular TV viewers to other media -- particularly print -- and might prompt marketers to reallocate their ad spending, according to a poll conducted by WPP Group's MindShare.
One out of four adults surveyed said the strike will affect or change their viewing habits. That finding was highest among 35- to 44-year-olds and lowest among those 65 or older."
"NBC's late-night schedule may be the first real victim of the ongoing writers' strike, with viewership among advertisers' most-coveted audiences -- viewers between the ages of 18 and 49 -- down in the double-digits for both "The Tonight Show" and "Saturday Night Live," according to media buyers."
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