• Mediaweek, Tuesday, November 7, 2006 11:46 AM

Just six weeks into the new fall season, the new CW network is posting double-digit ratings decreases for most of the shows it picked up from the defunct WB and UPN. Media buyers are worried that the net has put itself in a potentially serious fourth-quarter makegood situation with their clients.

While the problem is not so obvious, because of cumulative ratings gains in its core adults 18-34 demographic, CW is airing only the "best of the best" from both networks, so comparing those ratings this year with its ratings last year gives a lopsided return.

Key returning shows this season on CW are way down with "7th Heaven" and "Supernatural" both off over 30%. Only "America's Next Top Model" and "Veronica Mars" are up, while "One Tree Hill" and "WWE Smackdown" are flat. Media buyers say that CW created its own problems by offering advertisers aggressive ratings guarantees in the upfront--15% to 25% higher than the shows got on The WB and UPN last season. With most packages under-delivering, the network is close to being in an "out of sale" position for the rest of the fourth quarter.

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