CBS and The CW Both Wrap Their Upfront Sales With Double-Digit CPM Increases

Prime-time volume was flat at CBS and up 3-5% at its sister broadcast network

The first broadcasters are crossing the upfront finish line this year, as network siblings CBS and The CW have separately wrapped up their sales.

CBS is putting the finishing touches on its upfront negotiations, which all its big agencies complete, according to a source familiar with negotiations.

At CBS, volume in prime time was flat compared to last year, but it was up double digits in the network’s morning, daytime and late-night dayparts. The network sought prime-time CPM (cost per thousand viewers reached) increases in the high single digits and saw high single-digit to low double-digit increases in morning, daytime and late night.

The majority of CBS’ deals were transacted on the C7 metric, with multiple deals using C35, which covers ad viewing for more than a month after a program first airs.

The

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