“I am grateful that the two sides have come together to reach an agreement that benefits all parties involved, and can put a major piece of California’s economy back to work,” said California Gov. Gavin Newsom in a statement.

Addressing ads

The overall impact on advertising also remains to be seen.

Buyers previously told Adweek the strikes didn’t affect TV upfront talks dollar-wise, with sports and unscripted content expected to take the bulk of the viewership for fall.

However, in an Innovid survey in August, 72.8% of brand and agency professionals acknowledged that the writers and actors strikes would impact their advertising plans, with 45% saying that they planned to diversify their inventory and media channels and another 16% saying they would decrease their budgets.

For now, Q1 content is still up in the air. After all, productions take months to put together and make it to consumers’ screens. So even with a deal nearly done, this story is to be continued.