Actors have joined writers on the picket lines.

Last week, Sag-Aftra announced that it would be going on strike and marching with the Writers’ Guild of America as negotiations with the Alliance of Motion Picture and Television Producers — AKA Netflix, Amazon, Apple, Disney, Discovery-Warner, NBC Universal, Paramount and Sony — had broken down.

Since the writers went on strike in early May, marketers and agency execs have been working with media partners on contingency plans as well as focusing on sports, live events and reality television for the near future. Initial hopes for the strike to be resolved quickly have diminished and marketers are recognizing the potential for not only the fall season to be impacted but that of the first quarter 2024.

“The actors’ strike isn’t changing our approach,” said Stacey Stewart, U.S. chief marketplace officer for UM. “A lot of what we’re doing based on the writers’ strike remains true. We are approaching most contingency plans on a client-by-client basis. Some examples are shifting spend to sports, streaming and encouraging our clients to support responsible journalism.”

Read more on Digiday.