CW's holy grail: monetized streaming TV

The magic formula: Ad "pods" within episodes, plus specific demographic data

By TheWrap Jun 7, 2010 4:34PM
Find deals online © Don Mason / Blend Images / Getty ImagesBased on how rapidly The CW network sold out its primetime upfront ad inventory during a five-hour run last week, the young-female-skewing broadcast network may have found the Holy Grail for monetizing streamed TV shows.

While The CW may only take in 15% to 20% as much in primetime television ad dollars this year when compared with the Big Four, the speed at which media agencies gobbled up its "convergence packages" Thursday night clearly shows that a nerve was struck.

The result is a potential blueprint for the entire television industry.


Most of the network's deals included the sale of commercials not only for their shows on TV, but also for spots within those same shows when they'll be streamed each week online, exclusively on CWTV.com, 72 hours after broadcast.


The CW took in $360 million, 20 percent more than in last year's upfront. But executive VP of sales Rob Tuck told TheWrap that total does not include the amount of money it took in for its online ad sales in the streamed shows, which he would not disclose, but which he described as being "a significant" amount.


"This is something the whole TV industry has been trying to figure out, and we did it," Tuck told TheWrap. "We developed an initiative that enables us to monetize our shows online, to satisfy the needs of our clients, and it is something that the ad community is fully behind."


Read more at TheWrap.

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