CW's Rob Tuck "If It's Not There We'll Sell in Scatter"

Beyond Bass Industries, CW executive-VP national ad sales, Rob Tuck says he can’t see very far into the upfront futures market. Speaking to reporters after the upfront event, he said, “We all realize we’re living in the toughest economic times. It’s really hard to predict what’s going to happen in the upfront. I think The CW has positioned itself in the best possible place.”He said the network had commercial ratings growth in their target demographic of 18-34 year old women and adults this season. We wondered if the network’s part owner CBS, was aware of that, given its “Only CBS” ad campaign. Understandably Tuck said he’d prefer to stay out of that one.

Tuck reports that the scatter market has been solid for the femme-focused network this year with categories including retail and wireless, technology and studios all in play. Movie studios have been strong for CW since the young female audience turns out for new openings and “our stars are getting more roles in films,” observed Tuck. “We’re doing great in an awful, awful economy.” And the pricing? “If it’s not there we’ll definitely sell in scatter.” Networks have said they’ll hold more inventory for the year round market if the market doesn’t meet sales side expectations for upfront pricing.