The CW was pretty happy with its upfront volume as estimates are it increased by about 2 percent, bringing its estimated total to $640 million. As with the rest of the upfront, the majority of deals were based upon "live plus three day," which refers to the DVR-viewing allowance agreed upon in addition to live viewing.
"In just our second upfront, we exceeded our revenue goals, adding over a dozen new advertisers with great strength in categories like wireless, retail and theatrical, a bull's-eye for the CW's young adult viewers," said Bill Morningstar, executive vice president of sales.
The network, which was created from the merger of the WB and UPN, ended finishing with the same numbers as the two produced individually at a 1.4 primetime rating. This year the network should be able to fulfill its promise of outperforming the parts. It struggled a lot establishing itself as a brand in the beginning when the two channels merged.
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