With a focus on superhero-themed programming like “Arrow” and “The Flash,” and a new spinoff of both called “Legends of Tomorrow,” CW is targeting a younger, male audience. But the real interesting move is the decision to turn its web content studio “CW Seed” into a standalone brand providing original content to web, mobile, and over-the-top devices.
Since launching TK, Seed has served as just that… an incubator for new programming ideas designed to feed new originals into the CW lineup. How new content flows into between the TV network and digital distribution platforms will be an interesting development to watch… as will the advertising dollars that go with it.
Overview:
In the last 12 months, the CW has run ads for 1,448 brands across over 135k commercials.
This year alone the CW has aired commercials for 1,022 brands with 39,839 commercials.
Spending patterns in 2015:
The network receives the bulk of its advertising dollars from: Auto Makers (5.70%), Wireless Electronics (4.91%), Insurance Companies (4.87%), Movies (3.21%), and Candy/Gum Manufacturers (2.81%)
The brands most active on the network include: AT&T (1.45%), Progressive (1.36%), Toyota (1.05%), GEICO (1.04%) and Papa Murphy’s Pizza (1.02%)
*TV Network promotions account for 6% of in network and out of network spend values
***more spend data available below
Engagement in 2015:
The industries most likely to generate a digital response: Soda (15.47%), Wireless Electronics (12.13%), Auto Makers (6.73%), Insurance Companies (6.34%) and Candy/Gum Manufacturers (5.77%)
The brands most likely to generate a digital response: AT&T (5.7%), Coca-Cola (5.02%), Mountain Dew (4.84%), Diet Dr. Pepper (4.64%) and Hershey’s (3.33%)
the CW TOP SPENDERS:
