×

CW Wraps Upfront With Decrease In Volume

The CW saw advance advertising commitments for its fall schedule dip  in the annual “upfront,” the latest network to face headwinds in what ad buyers have described as a difficult market for the sale of TV advertising time.

The network, owned jointly by CBS Corp. and Time Warner Inc., saw advance ad commitments come in below the $400 million to $420 million it secured in 2013, according to a person familiar with the situation. Ad buyers estimate volume could be down around 5%, meaning the CW could have secured between $380 million and $399 million for its coming fall schedule.

Like many of its rivals, the CW agreed to lesser price hikes in order to secure sales volume. The network agreed to increases in the cost of reaching 1,000 people, a measure known as a CPM that is central to these annual talks between advertisers and TV networks, between 3% and 4%, according to the person familiar with negotiations. In 2013, the CW  secured CPM increases largely between 5% and 6%.

The CW touted a schedule with broader appeal for the fall, filled with a wider number of shows centered on super-heroes (“The Flash”) and sci-fi concepts. The network was able to broaden its ad base, the person familiar with the network said, adding to its clients in the automotive, fast-food, financial and movie-studio categories.

 

More TV

  • New York Post

    Investigation Discovery Plots Two New York Post True-Crime Projects

    The New York Post often runs stories filled with grit, color and melodrama – just the kind of stuff that seems right for TV. Now some of those stories will find their way to a TV network. Investigation Discovery, the Discovery-owned true-crime TV network, will partner with News Corp.’s New York Post on two new [...]

  • ARLINGTON, TX - FEBRUARY 9: A

    XFL, Bud Light Work To Shake Up Football Advertising

    The NFL has worked in recent years to take some commercials out of America’s favorite game. The XFL is experimenting with new ways to push them in. Anyone who watched the new league’s St. Louis BattleHawks triumph over the Dallas Renegades in its first week of official play might have noticed ads for Bud Light [...]

  • The Night Manager Network

    Endeavor Content Takes Minority Stake in 'Night Manager' Producer Ink Factory

    Endeavor Content has taken a minority stake in “The Night Manager” producer The Ink Factory. Under the deal, the “Killing Eve” and “Night Manager” distributor is to set up a bespoke development fund for Ink Factory. The pact will specifically target the U.S. market with high-end TV series developed out of Ink Factory’s U.S. outpost [...]

  • Kerry Washington Variety Cover Story

    With 'Little Fires Everywhere,' Kerry Washington Is Ready to Be Heard

    After years of being talked about, Kerry Washington is ready to steer the conversation herself. The 43-year-old actor and producer spent the better part of last decade playing the brilliant Olivia Pope on “Scandal,” Shonda Rhimes’ buzzy political drama that brought Washington into millions of homes. But as the series wound down, she kept a [...]

  • David Coulthard, Sunil Patel, Jake Humphrey

    Sony Pictures Television Takes Minority Stake in U.K. Sports Producer Whisper

    Sony Pictures Television has invested in U.K. sports-focused production outfit Whisper Group. Effective immediately, the business will replace Channel 4’s Indie Growth Fund as a minority stakeholder in Whisper, which has become a leading voice in sports entertainment. Founded by BAFTA-winning CEO Sunil Patel, broadcaster Jake Humphrey and F1 commentator David Coulthard, Whispers covers NFL, [...]

  • Kenan Thompson

    White House Correspondents Dinner Returns to Comedy With Kenan Thompson, Hasan Minhaj

    They’re trying to laugh again at the White House Correspondents Association annual dinner. Long-running “Saturday Night Live” cast member Kenan Thompson will host the event, while comedian Hasan Minhaj will be the featured entertainer for the evening, which has often served as a spotlight on relations between the media and the White House. Last year, [...]

More From Our Brands

Access exclusive content