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TV Upfront

CW Wraps Upfront Sales With Flat Volume

The Network Secures Ad Rate Increases From 5% to 6%.

By Published on .

The CW has completed its annual upfront sales process, striking deals totaling volume that is similar to the $400 to $420 million it secured in the last two upfronts.

The CW is introducing 'The Originals,' a spin-off of 'The Vampire Diaries,' in the upcoming TV season.
The CW is introducing 'The Originals,' a spin-off of 'The Vampire Diaries,' in the upcoming TV season. Credit: The CW

The network secured CPM increases, or increases in the cost of reaching 1,000 viewers, between 5% and 6%, according to a person familiar with the situation. That's lower than the 6.5% to 7.5% CPM increases that the network, which is jointly owned by CBS and Time Warner, received in 2012. The CW made about 75% of its inventory available in the upfront, in line with last year.

The CW has been attempting to broaden its reach, investing heavily in genre shows and sci-fi dramas like "Reign" and "The Originals." Its two female-skewing series, "Gossip Girl" and "90210," are also disappearing from the schedule.

The TV business is in the midst of its annual upfront negotiations for ad time in the upcoming season. While The CW has finished writing business, it appears the rest of the marketplace has stalled. Fox has written the most business out of the Big Four, with CPM increases between 5% and 7%, according to media buyers and other people familiar with negotiations. ABC has also done some business, seeking CPMs of 7% to 8%. CBS and NBC have been quiet thus far.

The CW concluded its upfront negotiations last year on June 7.

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