The CW has largely completed its upfront negotiations for ad time in the upcoming TV season, securing dollar volume on par with or slightly down from the $400 million or so it brought in last year, according to a person familiar with negotiations.
The network, which is jointly owned by CBS and Time Warner, notched price increases between 3% and 4%, also below the 5% to 6% range it secured in last summer's negotiations, according to the person.
The CW has been trying to broaden its reach beyond shows that appeal primarily to young women, such as "The Carrie Diaries" or the earlier "90210," by investing in sci-fi shows such as new superhero pickup "The Flash."
As The CW moves away from its female-focused image, it is also trying to generate interest from new advertisers within the financial, automotive and fast food categories.
The CW is the latest to finish up its deal-making for the fall season. On Tuesday, NBC Universal said it was largely done with its upfront conversation with ad buyers.