If you believe this poll...

...Well, just be sure you don't believe this poll concerning the effects of the writers strike on TV viewing habits. The problem, of course, is that with the notable exception of the late night talk shows, there's been zero impact from the writers strike because the networks still have fresh programming for another few weeks. Nonetheless, one out of four adults surveyed by WPP Group’s Mindshare was clairvoyant enough to conclude that the strike would impact his or her viewing habits. And get this - 25 percent said they would "most likely" turn to books, magazines and newspapers if a favorite show was not on the air. Right - and I'm the king of Siam. Another 12 percent said they'd watch DVDs or videos, while 13 percent said they would "watch whatever comes on at the time my usual TV show is on" (probably the most honest answer). Advertisers are scrutinizing these numbers - however flimsy they might be - because of obvious concerns about viewership erosion should the walkout go on a while. But don't forget that new reality/game shows set to air early next year might gain a substantial ratings foothold. (Ad Age)