After weeks of extended talks and multiple deadline delays, SAG-AFTRA and the Joint Policy Committee (JPC) have reached a tentative agreement on the 2025 SAG-AFTRA commercial contract, according to a joint announcement released Thursday.
This agreement, if ratified, will define the working terms for union performers in advertising across TV, digital, and audio platforms for the next three years.
A Deal Months in the Making
Formal negotiations between the performers’ union and the JPC, which represents major advertisers and ad agencies, began February 20. The sides have been operating under rolling contract extensions while they worked through complex updates to compensation structures, working conditions, and coverage for emerging digital media.
The most recent extension was set to expire on April 11.
Though specific terms of the new SAG-AFTRA commercial contract haven’t been released, both sides characterized the outcome as productive and forward-looking.
“This deal is subject to approval by the SAG-AFTRA National Board on April 26 and a full membership vote thereafter,” the union said.
Next Steps: Board Review and Membership Vote
Union leadership will present the proposed contract to the SAG-AFTRA National Board later this month. If approved, it will move to a full membership ratification vote, which is standard procedure in major union deals.
SAG-AFTRA emphasized that more details — including any gains in pay structure, residuals, or usage protections — will be shared with members following the board’s review.
Until then, the agreement serves as a placeholder to keep union commercial performers working under uninterrupted terms.
Why the SAG-AFTRA Commercial Contract Matters
The commercial agreement remains a pillar of SAG-AFTRA’s broader contract portfolio, covering thousands of performers in TV, digital, and audio advertising. But with commercial production patterns shifting post-pandemic, union advocates have fought to keep protections up to date.
A recent FilmLA report revealed that on-location commercial shoots in Los Angeles were still down by about 33% from the five-year average, despite some recovery in late 2024. That has put pressure on the union to ensure fair compensation and job security in an evolving market.
What Comes Next?
If the National Board signs off on the tentative deal on April 26, ballots will be distributed to SAG-AFTRA’s commercial membership for ratification. A majority vote would officially approve the new SAG-AFTRA commercial contract, which would then be implemented retroactively from the expiration of the last agreement.
Industry insiders are watching closely, especially given last year’s prolonged labor disputes in both the TV/film and video game sectors.
Stay tuned for updates following the April 26 meeting, when the full terms of the SAG-AFTRA commercial contract will likely be released.
