Near-Death CW Survives to Titillate and Bottom-Feed Another Day

Tag : bottom feed

While the rumors of the CW's demise haven't quite been greatly exaggerated, they're looking a little premature this morning as news of the network's upfront success trickles out. Amid panic over plunging ratings and the loomingouster of boss Dawn Ostroff, the House of Gossip Girl apparently wrapped up its advance sales with as much as $370million — about half of last year's numbers but not half-badunder the circumstances. 90210 apparently speaks for itself, afterall: With less inventory to leverage and no ratings story to speak of,CW was in a "great position to get fleeced," as one rival networkad sales exec observed. But advertisers bucked convention wisdom ofjust a month ago by committing to TV in a big way, even as overallmarketing budgets are being curtailed, in many cases, as a hedgeagainst the economic slowdown. ... [G]eneral enthusiasm among buyers for CW's 2008-09 sked and itsplanned "90210" update allowed the netlet to command 8% rateincreases for its Monday-Friday primetime spots. CW also still hasa hand in selling the time for the Sunday block that [Media RightsCapital] will take over in September, so the net's final tally ofad revenue will increase when that money is eventually factored in.
Among the chief buyers, according to Variety: "Theatrical pics,retail outlets, wireless service providers and health and beautyproducts," whose executives' kindness will be rewarded for thefirst time ever by handwritten notes from Blake Lively herself, thanking them for their unflagging confidence in B-gradesoap operas and the sheer cultural influence of the teenagers-fucking marketplace . Said a CW spokesman: "We are pleased." Aren't. We. All. CW scores cash in changing market