×

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

  • CBS

    CBS Sets Six Participants in 2019-20 Writers Mentoring Program

    CBS has announced the six writers who will participate in its 2019-2020 Writers Mentoring Program. The eight-month mentoring program, set up in 2004, aims to provide access and opportunity for writers by pairing them with a CBS executive mentor who helps them develop a new piece of material. Following the mentorship period, the writers will [...]

  • Alexander Vlahos (Monsieur/Philippe d'Orléans), George Blagden

    Merged Banijay-Endemol Shine Would Be Global Powerhouse in a Content-Hungry World

    If France’s Banijay Group clinches its proposed purchase of Endemol Shine, which could happen within the next few days, the deal would mark peak M&A in the international indie content world. The MO of both companies is acquiring and aggregating brands and IP, and their union would be the largest ever of its kind on [...]

  • Houston Astros' Alex Bregman reacts after

    TV Ratings: World Series Opener Down on 2018

    The Washington Nationals, making their first World Series appearance in franchise history, took game 1 of the World Series on Tuesday night 5-4 over the Houston Astros. While the game might have been a thriller, according to Nielsen’s fast national ratings it looks like it will be down on last year’s opener between the Los [...]

  • Meg Whitman and Jeffrey Katzenberg Quibi

    Quibi Says It Has Sold Out $150 Million First-Year Ad Inventory

    Nearly six months before Quibi is slated to hit the market, a cluster of large advertisers has committed millions in ad spending to the ambitious — and untested — premium mobile-video brainchild of Jeffrey Katzenberg. Quibi announced that it has sold out its $150 million advertising inventory for the first year. The startup’s category-exclusive ad partners [...]

  • Al Burton

    Al Burton, 'Jeffersons' and 'Diff’rent Strokes' Producer, Dies at 91

    Television producer and executive Al Burton, known for his work on “The Jeffersons” and “Diff’rent Strokes,” died Tuesday at his home in San Mateo, California. He was 91. Burton leaves behind a six-decade legacy of hit television shows that also included “One Day at a Time,” “Silver Spoons,” “Square Pegs” and “Facts of Life.” However, long [...]

More From Our Brands

Access exclusive content