For a second straight year, the CW became the second broadcast network after Fox to wrap its upfront sales. The net sold about 75%-80% of its ad inventory for about $400-$420 million in total, up from the $350-$370 million haul it got last year. Its CPM increase of 11% is also up from last year’s 8.5%-9% as the network is heading into fall with 4 new original series, 3 scripted and one unscripted. The convergence initiative introduced by the CW at last year’s upfront, in which advertisers buy a combination of on-air/online streaming, has taken hold, with more deals made under it this year than in 2011. Of the other networks, NBC is almost done and CBS is in the midst of dealmaking.
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