The entire TV industry is eager to see how ABC’s cancellation of its biggest hit will impact the network as it enters its critical upfront sales period, Ad Age reports.

“Will doing the right thing hurt?” the publication asks, adding: “Pulling the plug on the show was surprising particularly given its role as a centerpiece of ABC’s annual pitch to advertisers just two weeks ago. And as it enters upfront negotiations, where it and other networks will sell the bulk of their ad time for next season, ABC will be scrambling to make up for the lost ratings points.”

The report notes that the first season of the rebooted “Roseanne,” which aired from March through May, generated about $45 million in ad revenue. Ad Age cites Kantar Media estimates.

“Next season, ABC was slated to run 13 episodes. Potential ad revenue for the episodes’ first airing could have been as much as $60 million, according to Kantar Media,” Ad Age reports. “Any repeats would have brought in additional ad revenue.”

But one buyer quoted in the story says the show’s cancellation is unlikely to change the amount agencies will spend with the network.

A second buyer adds: “It’s a blow for ABC, no doubt, but I don’t think they had a choice. Unfortunately it was one of the few bright spots for them this year. Advertiser-wise, it generally worsens the outlook for ABC’s schedule a bit, but I don’t see it dramatically impacting budgets.”