After weeks of negotiation, SAG-AFTRA and the Joint Policy Committee (JPC) have reached a tentative agreement on new terms for the Commercials and Audio Commercials Contracts, the union announced Friday. The deal, if approved, will set the stage for updated protections and compensation standards for thousands of performers across the advertising industry.
The proposed agreement will now head to SAG-AFTRA’s National Board on April 26 for review and potential approval. If greenlit, it will proceed to a ratification vote by the union’s 160,000 members, including actors, voice artists, dancers, and other media professionals.
Details of the agreement remain under wraps until the board’s formal review. However, insiders say the talks were closely monitored across the industry, particularly in light of the union’s landmark TV/theatrical contract negotiations and 2023 strike.
“This deal affects not only how commercials are made but also the working conditions and compensation for on-camera and voiceover talent in nearly every ad campaign across the country,” said one agency executive familiar with the negotiations.
The original Commercials Contracts were set to expire at the end of March. However, both parties agreed to a temporary extension to allow time for continued bargaining. The last agreement was negotiated in 2022—before SAG-AFTRA’s high-profile strike over its film and television agreements.
The JPC negotiates on behalf of advertisers and agencies, representing major brands and shops that produce and distribute commercial content across all media platforms.
This agreement comes as the ad industry continues to evolve rapidly, with emerging formats, AI tools, and new media channels challenging long-standing compensation and usage structures.
SAG-AFTRA maintains national offices in Los Angeles and New York, along with local chapters across the country. The union says it remains committed to securing “the strongest protections for entertainment and media artists into the 21st century and beyond.”
Stay tuned to Reel 360 News for updates on the board vote, member ratification, and what the new contracts could mean for talent and advertisers alike.
REELated:
New WGA Snapshot confirms dramatic decline in TV writing jobs
