×

The CW Expects Ad Increase for Primetime Shows

Advertisers want to visit “Riverdale” once again.

The CW expects to notch an increase in advertiser commitments for its primetime schedule, a sign of robust Madison Avenue activity in TV’s annual “upfront” sales market.

CW secured more in advance commitments than it did in 2018, according to a person familiar with the matter. The volume increase in commitments is believed to be the mid-single-digit percentage range. That means the network likely secured between $592.7 million and $663.4 million, according to Variety estimates.

In 2018, the network captured between $564.5 million and $631.8 million, according to Variety estimates, compared with between $490.9 million and $549.4 million in 2017. The CW, a joint venture of CBS Corp. and AT&T, saw a whopping 15% increase in volume last year after it added an extra night of original programming to its schedule.

The network, home to series such as “The Flash” and “Batwoman,” pitched advertisers on purchasing commercials inventory on both linear TV and streaming video, according to the person familiar with the matter, as well as a stable schedule that will include 14 returning series. The CW saw new business deals with pharmaceutical manufacturers and fast-food chains, this person said,

The network pressed for increases of between 14% and 15% in the rate of reaching 1,000 viewers, a measure known as a CPM that is central to these annual discussions between U.S. TV networks and advertisers. Last year, the CW pushed for CPM hikes of between 10% and 11%.

 

 

More to come….

 

More TV

  • Olympics

    NBCUniversal Projects More Than $1.2 Billion in Ad Sales for 2020 Olympics

    NBCUniversal projected it would sell more than $1.2 billion in advertising for its 17 days of broadcasts of the 2020 Olympics from Tokyo, citing the event as a rare opportunity for Madison Avenue to reach big audiences without the worry of politics getting in the way of a commercial message. The Olympics is “one of [...]

  • R Kelly Sexual Assult Accusations Mugshot

    'Surviving R. Kelly' Follow Up, Jeffrey Epstein Docuseries in the Works at Lifetime

    Lifetime is working on a follow up to the hit docuseries “Surviving R. Kelly” and a new docuseries about Jeffrey Epstein. Rob Sharenow, president of programming for A+E Networks, made the announcements at the Television Critics Association summer press tour on Tuesday. “The Aftermath” will be a four-part series featuring interviews with new survivors, psychologists, [...]

  • Janelle Monae

    Janelle Monáe to Star in 'Homecoming' Season 2 at Amazon

    Janelle Monáe has been tapped to star in the second season of “Homecoming.” Monáe’s character is described as a tenacious woman who finds herself floating in a canoe, with no memory of how she got there or who she is. Monáe takes over the top spot on the Amazon series from Julia Roberts, who starred [...]

  • Juan Alfonso Fazekas Butters

    Fazekas & Butters Taps Juan Alfonso to Be Head of Television

    Fazekas & Butters, a production company led by Michele Fazekas and Tara Butters, has named Juan Alfonso as the new head of television. There, he will develop and produce projects, and seek out and engage with writers, intellectual property and creative partners, “matchmaking talented people and ideas,” according to Alfonso. The pod, which launched in [...]

More From Our Brands

Access exclusive content