CW Completes Upfront Sales — Results Indicate TV Ad Market May Not Be As Robust as Last Year

Jun 7, 2012  •  Post A Comment

The CW broadcast network has completed its upfront sales, and in a sign that the TV ad market may not be as robust as it was a year ago, the network was able to secure CPM increases in the 6.5%-to-7.5% range — substantially lower than last year’s hikes of 10% to 12%, Advertising Age reports.

Citing to a source who’s familiar with the situation, the story reports that CW sold about 75% of its available inventory, slightly less than the 75% to 80% it sold a year ago.

The report notes: “The figures suggest that advertisers are still willing to give a decent nod to TV, even though the medium has diminished somewhat in the face of a dizzying array of new technologies that siphon viewers away to digital venues, including mobile tablets and streaming-video players. Despite this trend, marketers say that TV still generates the most sizable audiences of young and middle-aged consumers who buy their goods.”

The increases for the CW in particular are perhaps surprising, the report notes, as the CW saw significant ratings erosion during the past season.

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