The CW Closes Upfront Negotiations Even With Last Season
The network's integrated TV-digital media buy nets about $400 million in advance commitments from advertisers, with CPM increases between 5-6 percent.
NEW YORK -- The CW is once again the first broadcast network to conclude its upfront negotiations.
This year, the network realized CPM increases between 5 and 6 percent on about 75 percent of its inventory, according to network sources. With an integrated TV and online model -- the third upfront season the network has offered the convergence buy -- The CW booked about $400 million in upfront commitments for the 2013-14 season, with dollar volume flat compared to last year. The network programs 10 hours of primetime a week (Monday-Friday from 8-10 p.m.).
The CW finished the 2012-13 season with a strong freshman performer in Arrow – the drama ranks second to The Vampire Diaries on the network. Arrow also brought more men to the female-skewing net, something advertisers appreciated.
And buyers reacted positively to the network's robust development that includes The Tomorrow People reboot; costume epic Reign, which will get a boost in the post-TVD slot on Thursdays; and TVD spinoff The Originals, which CW executives hope will be a strong anchor Tuesdays, where it will air at 8 p.m. next season followed by Supernatural.
And since about 20 percent of the network’s viewing is done digitally, The CW can bolster a pioneering integrated TV-digital media buy with some impressive metrics, including 4.5 million downloads of its live-streaming app and an 81 percent year-over-year bump in initiated streams.