• Media Life, Sunday, May 16, 2010 11:17 PM

Media buyers want to see one main thing out of the CW upfront: More programming. The network is a desirable buy because it reaches young people 18-34, but media buyers are bothered by the large number of repeats. They would like to see more originals throughout the year, including summer, where the CW has gone almost entirely dark the past few years.

While shows like "Gossip Girl" and "America's Next Top Model" have seen ratings slide, they still pull high ratings among the network's target demo, women 18-34. And the network has a very engaged audience that is active online, where advertisers are also eager to connect to its viewers. Season to date, the CW is up 7% among women 18-34 to a 1.5 rating, according to Nielsen. Its top three shows, "Diaries," "Girl" and last fall's edition of "Model," are all averaging a 3.3 in the demo, including seven-day-DVR playback.

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