Prep for The CW Upfront With These Advertiser and Viewer Insights
The 2019 TV Upfronts are drawing to a close with The CW taking the stage Thursday, May 16. We worked with TV ad measurement and attribution company iSpot, and Inscape, the TV data company with glass-level insights from a panel of more than 11 million smart TVs, to surface advertising and viewership trends around some of its biggest series. The data below covers Sept. 1, 2018 through May 10, 2019.
The Flash
Given that it’s one of The CW’s most popular shows, it’s no surprise the network has already renewed The Flash for a sixth season. According to iSpot, some of the top-spending brands for the series include Emgality, Progressive, Sprint, T-Mobile and Subaru.
According to Inscape, other shows watched by Flash fans include Lethal Weapon, MacGyver, Blindspot, Empire and Star.
Riverdale
This series, based on the characters from the Archie comics, was recently renewed for a fourth season. Top-spending brands include Kohl’s, AT&T Wireless, Universal Pictures, Progressive and Apple iPhone, according to iSpot.
When it comes to other shows the Riverdale audience watches, How to Get Away With Murder, The Resident, Star, A Million Little Things and 9-1-1 top the list, according to Inscape.
Arrow
This series is also based on a comic book character, Green Arrow, from DC Comics. It was recently renewed for an eighth season. Per iSpot, some of the brand that have spent the most advertising on Arrow include Sprint, Progressive, Apple iPhone, Boost Mobile and Subaru.
Per Inscape, Lethal Weapon, Blindspot, MacGyver, Hawaii Five-0 and Mike & Molly are some of the other shows that Arrow fans often watch.
Supernatural
This series is notable for being one of The CW’s longest-running shows and it was recently renewed for a fifthteenth season. Per iSpot, top-spending brands include Progressive, JCPenney, Liberty Mutual, REXULTI and Credit Karma.
Mike & Molly, Lethal Weapon, Criminal Minds, MacGyver and TMZ Live are some of the other shows that Supernatural fans tune into, according to Inscape.
Supergirl
This show takes place in the same universe as Arrow and The Flash, and is also based on a DC Comics character. It was renewed for a fifth season this past January. According to iSpot, top-spending brands include Sprint, Kohl’s, Progressive, Emgality and Domino’s.
Per Inscape, other shows the Supergirl fans watch include MacGyver, Lethal Weapon, Blindspot, Hawaii Five-0 and Magnum P.I.
Finally, we used Inscape to examine the crossover between each of these shows. A note about methodology: You have to do more than just flip past a station with your remote to count as a “crossover viewer” in Inscape’s system. For the data below, the minimum viewing threshold is 10 minutes.
The highest crossover is between Supergirl and The Flash, with 51% of the former also watching the latter. Following that: 46% of Arrow fans also watch The Flash; on the low end, only 17% of Supernatural viewers watch The Flash. The lowest crossover rate was between Supernatural viewers and Supergirl fans (12%).