Upfront 2015: CW Notches Volume Gains

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Courtesy of CW

The CW has wrapped its upfront sales, notching gains in the amount of advertising commitments it secured for the coming season, according to a person familiar with the matter.

The network, jointly owned by CBS and Time Warner, saw its volume of advertising commitments rise by 12% to 15%, this person said, as advertisers voted in favor of ongoing program moves that draw a heavier concentration of younger male viewers. The CW has invested more heavily in recent seasons in series about superheroes like “The Flash and “Green Arrow.”

The CW secured between $425.6 million and $458.9 million, according to Variety estimates. In 2014, the network secured between $380 million and $399 million.

The network was able to secure an increase of more than 4% in the cost of reaching 1,000 viewers, a measure known as a CPM that is central to these annual talks between advertisers and TV networks over the sale of commercial time for the coming TV season. In 2014, the CW secured CPM increases of between 3% and 4%.

The CW drew 30 new advertisers to its primetime schedule, this person said, and gained interest from auto marketers, retailers and financial-services advertisers.

The network sold approximately 75% to 80% of its inventory, this person said. The rest is being held to sell in the so-called scatter market, in which advertisers buy inventory much closer to its air date.

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