CW Surprise: Two Shows Get Higher Ad Prices Than ‘CSI: NY,’ ‘Chicago Fire,’ ‘Rock Center’
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As a broadcast network that appeals more to young, digitally-savvy viewers, The CW routinely brings in the smallest number of live TV viewers. Ads on its programs, as a result, are usually the cheapest on the boob-tube. But not this year.
In our latest annual survey of prime-time broadcast TV ad prices, Ad Age found that two shows on The CW’s schedule — the gritty, superhero-themed “Arrow” and the bloodsucker-focused “Vampire Diaries” — are drawing average prices for 30-second commercials that are greater than some prominent selections on NBC and CBS, as well as some of the lower-rated offerings on those outlets and ABC.
Would you ever have imagined that a program on the CW, which is in the midst of trying to turn around substantial year-over-year ratings declines, would ever be seen in advertisers’ eyes as having more value than a drama produced by “Law & Order” mogul Dick Wolf? Or one of CBS’s popular “CSI” procedurals? Or a serious Thursday-night news magazine anchored by Brian Williams?
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