- Share this article on Facebook
- Share this article on Twitter
- Share this article on Email
- Show additional share options
- Share this article on Print
- Share this article on Comment
- Share this article on Whatsapp
- Share this article on Linkedin
- Share this article on Reddit
- Share this article on Pinit
- Share this article on Tumblr
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.
Sign up for THR news straight to your inbox every day