×
You will be redirected back to your article in seconds

CW Expects to Notch Volume Gains in TV’s Upfront Market

Advertisers attracted to a growing slate of superhero dramas and a revival of the long-running drama “Dynasty” helped boost upfront volume at the CW, another signal that the 2017 market for TV advertising could be more robust than had been previously expected.

The CW expects a gain in volume of advance ad commitments of between 3% and 5%, according to a person familiar with the matter. This means the network, owned jointly by CBS and Time Warner, could have collected commitments worth between $490.9 million and $549.4 million. In 2016, the CW notched commitments believed to be valued between $476.6 million and $523.2 million.

The network sought increases in the rate it charges to reach 1,000 viewers — a measure known as a CPM — in the high single-digit to low double-digit percentage range, this person said. In 2017, the network pressed for CPM hikes in the low-double digit percentages.

Advertisers showed particular interest in new dramas like “Dynasty,” a reboot of the popular Aaron Spelling-produced serial that starred John Forsythe, Linda Evans, and Joan Collins, among others, as well as “Valor,” a serial military-themed thriller. The network expects to add “Black Lightning,” a superhero serial based on the DC Comics character, to its arsenal of similarly themed dramas, which include “Supergirl,” “The Flash,” “Arrow,” and “DC’s Legends of Tomorrow.”

The figures relating to ad commitments do not represent cold, hard cash, but are an indication of what advertisers intend to spend in the months ahead.

The network sold about 80% of its ad inventory, this person said, on par with 2016. When demand is higher, networks tend to sell more in the upfront market, rather than holding it back for sale on an as-needed basis for what is known as “scatter.”

More TV

  • "Raven's Home" Executive Producer, Eunetta Boone.

    Eunetta Boone, Showrunner and Creator of 'One on One,' Dies at 63

    Writer-producer Eunetta Boone, creator of the UPN comedy “One on One” and showrunner of Disney Channel’s “Raven’s Home,” died Wednesday at her home in Los Angeles. She was 63. Boone was found dead at her home of an apparent heart attack. Boone had most recently worked as showrunner on the third season of the Disney [...]

  • Global Sales for ‘Les Miserables’ Series

    Global Sales for ‘Les Miserables’ Starring Dominic West Ahead of Series Mania

    The BBC and Masterpiece adaptation of “Les Miserables” will play on a numerous international channels after a raft of deals were sealed for the series, which features Dominic West, David Oyelowo, and Lily Collins. Andrew Davies’ adaptation of Victor Hugo’s classic has been acquired by broadcasters in Scandinavia and southern Europe, and by several buyers [...]

  • Kevin Hart

    TV News Roundup: Kevin Hart Netflix Comedy Special Drops First Trailer

    In today’s roundup, Netflix releases the official trailer for the comedy special “Kevin Hart: Irresponsible” and Josh Charles joins Showtime’s Roger Ailes series “The Loudest Voice.” DATES Season two of “Yellowstone,” starring Kevin Costner, will premiere on Paramount Network on June 19 at 10 p.m. ET/PT. The sophomore season will continue the story of rancher John Dutton [...]

  • adidas game of thrones

    5 New 'Game of Thrones' Collaborations Coming in Time for the Final Season

    Some of the biggest lifestyle brands in the world are jumping on the “Game of Thrones” bandwagon this spring, hoping to capitalize on the fandom and popularity of the HBO hit, as it enters its eighth and final season. From sneakers to spirits, these officially-licensed collaborations extend the characters and colors of the show beyond [...]

  • Nicole Richie

    Nicole Richie Joins Fox Comedy Pilot 'Richard Lovely'

    Nicole Richie has been cast in a series regular role in the Fox single-cam comedy pilot “Richard Lovely.” The project follows Richard Lovely (Thomas Lennon), the disgruntled author of the best-selling children’s book series, “Mr. Mouse.” He doesn’t hate children, but rather just everything about them. After a publicity fiasco involving an unexpectedly savvy 9-year-old [...]

  • Gabrielle Union Marketing Summit

    Gabrielle Union on Building a Brand as a ‘40-Year-Old Black Woman From Nebraska’

    When New York & Company approached Gabrielle Union to be their new brand ambassador and the face of her own clothing line, the actress reacted with “disbelief.” “We are not supposed to be getting those offers, I’m not supposed to be having a career resurgence, my value isn’t supposed to be this high,” Union explained [...]

  • Lachlan Murdoch

    New Fox CEO Lachlan Murdoch Announces All Employees to Receive Stock in Company

    The new standalone entity Fox Corp. held a town hall on Thursday, just over a day after the official closing of the 21st Century Fox-Disney merger. Fox Corp. chairman and CEO Lachlan Murdoch led the meeting, at which sources say he announced that all employees would receive stock in the new company. The amount of [...]

More From Our Brands

Access exclusive content