CW Completes Upfront With Volume, Price Gains

Like other broadcast networks, The CW has finished its upfront deal-making at “high single-digit/low double-digit” price gains, according to an executive.

The network has sold out around 80% of its inventory with strong digital revenue gains. “Volume was good,” according to the executive.

Media execs estimate the CW’s upfront dollar volume at around $500 million and $600 million. A CW representative had no comment.

A year ago, The CW -- a young-skewing channel -- gained sky high cost-per-thousand viewer (CPM) increases of 19% and 21%, according to media executives -- on par with the price increases of other broadcast TV network groups in that upfront market.

In January of this year, reports said the co-owners of the CW -- ViacomCBS and WarnerMedia -- were exploring a possible sale of the CW. Both companies have had a 50-50 partnership in the network since 2006.



A deal for the CW Network may not necessarily be for the entire network. It may involve a reconfiguration of the equity stakes now owned by new corporate entities -- Paramount Global and Warner Bros. Discovery -- and could include a new equity owner.

The largest U.S. broadcast TV station company, Nexstar Media Group, is reportedly interested in purchasing the network.

Top 15 paid-advertising brands on the CW from June 2021 to June 2022, according to, included: Progressive, Domino’s, The General, Downy, Center for Disease Control Prevention, Allstate, Liberty Mutual, Geico, Tide, Credit Karma, Colgate, Lowe’s, CarShield, Macy’s, and Dupixent.

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