The 2008-2009 CW Unique Approach to Advertising “No News Is Good News?”
By Erika Blake
Chief Correspondent & Webmaster
Multipleverses.com

Tom Welling Advertising the CW from the 2006-2007 Season Ad Campaign
We’re weeks away from the brand new Fall season’s of everyone’s favorite returning and new shows to prime-time television. The networks are all out in full force promoting their Fall line-ups, NBC is spamming the airwaves during the Olympics with great promos for their entire line-up, Fox has just launched a new “So Fresh” website that highlights all of the fresh faces in their entire Fall line-up, and ABC has fun and quirky television Promos that are airing on its network.
So how about the CW? What is the lowest rated network they up to? In the past the CW/WB once held decent ratings on the 18-49 year old female viewership who religiously used to watch “Gilmore Girls,” “Veronica Mars,” and “Charmed.” Since the network systematically cancelled all 3 of these shows they’ve seen a dramatic loss in overall viewership to their network and have decided that they needed to court those viewers back this fall. They’re scrambling to try to get the attention of that fan base again by offering up a revamped version of “90210” and a new dramedy “Privileged” starring Anne Archer and a bevy of fresh faced unknowns to go along with their critically acclaimed, yet rarely viewed live “Gossip Girl.”
The network is counting on “90210” to pull it up out of its rating slump and keep the drowning network afloat long enough for it to come up with more original programming to try to broaden their demographics. The show has potential for enticing multi-generational viewings of the show; Moms and daughters can watch it side by side…so long as they care. The one saving grace that “90210” might have in its favor is that the nighttime soap is missing mostly from their competitor’s line-up and with original cast members Jennie Garth and Shannen Doherty on board to make appearances, they just might manage to turn a few “Desperate Housewives” fan’s heads in their direction.
This week the CW decided to hold back on sending out preview copies of the pilot for “90210” and is banking on good reviews when the show goes live. This could be a dangerous ploy for them – we can only assume that with the pressure from their parent companies CBS & WB to perform well and to raise their earnings that perhaps they’re hoping that having every critic in the country watching the first episode will help pad its 2 hour premiere night’s ratings. Frankly, I think allowing reviewers to view the finished product ahead of time, post reviews all over the web weeks before the show airs to give it massive pre-buzz all over the country would be a better option…however, that is just my opinion. By hiding it away, you have to worry that critics will worry that the CW is hiding a dog and is willing to wait for the bad reviews after the show’s premiere. Then again, perhaps they’re just editing the first episode up until the last minute and want to make sure that the final product rocks.
This Summer the CW gave a fresh new view of its new lineup at the Upfronts in New York City. They focused entirely on their brand new female driven shows. For the first time in eons the cast of “One Tree Hill” was prominently represented at the event to show to advertisers that the stable soap on the network was the cornerstone for them building out their new lineups. Ever since that show had grown up it has probably received the least amount of promotion of any of the CW’s shows. Their fans, btw rebelled against this, and “One Tree Hill” scored a handful of Teen Choice Awards this summer. This forced the network to remember that the WB carryover show does have a loyal fan following and should be promoted and they’ve been using the show’s cast members in some of their “go green” campaign advertisements.

Sam Witwer - Smallville's new Baddie Davis Bloom, Comic Con, PR Photos
After the Summer Upfronts where the CW gloriously promoted their new female focused shows, fans of the existing shows on the network were left scratching their heads wondering why the CW was suddenly acting as if their two highest rated scripted shows, “Smallville” and “Supernatural” don’t exist. Instead of presenting them to their advertisers they sent the producers and actors of the shows top promote their new seasons directly to their fans at San Diego Comic Con. Both “Supernatural” and “Smallville” packed the third largest halls at Comic Con with fans hungry for news about their 2 favorite shows. Since then, however, fans have had to scrape for anything that resembles news for either show and have been harassing new scoops Kristin on E!, Matt Mitovich at TV Guide, and Michael Ausiello at Entertainment Weekly for anything concerning their favorite shows. Early in the summer, prior to Comic Con, the CW posted the incorrect premiere date for “Smallville” during its repeat episode’s and so far has done nothing to actively correct that mistake. Many fans are still confused over when exactly it’s supposed to air (which BTW is Sept. 18th) the network has this posted on their website but haven’t mentioned it on air.
Ignoring “Smallville” has to be the dumbest move that the network can pull. In recent years its viewership has been rocky, mostly due to the unevenness of the show’s story arcs and huge time gaps in the winter between new episodes. Since the CW rarely promotes “Smallville” or “Supernatural” except during their first run episodes, casual viewers never had any idea when the shows were returning after long rerun hiatuses. Now that former head show executive producers Millar and Gough are gone, the new head production team of “Smallville” seem energized to drive the show forward towards the mythos of “Superman.” In this the 70th anniversary of SUPERMAN, wouldn’t you think that their publicity department would want to announce to the world the exciting changes that are in store for fans this season? How do these sound for headlines to you?
- · CLARK KENT GETS JOB AT THE DAILY PLANET AND IS PAIRED WITH LOIS LANE
- · GREEN ARROW STRUGGLES WITH INNER DEMONS AS JUSTIN HARTLEY JOINS THE CAST AS A FULL-TIME CAST MEMBER.
- · THE JUSTICE LEAGUE BONDS TOGETHER TO FIND THEIR MISSING FRIEND CLARK KENT IN SEASON OPENER.
- · DOOMSDAY JOINS THE SHOW
- · DC COMICS HEAD WRITER GEOFF JOHNS TO WRITE “LEGION” – AN EPISODE SURROUNDING THE LEGION OF SUPERHEROES – NEVER DONE ON FILM.
I suppose one could argue that there have been news-stories about these headlines and that this was all news that came out of Comic Con; however, how many casual fans actually pay attention to “Smallville” news during the summer? In a recent copy of ENTERTAINMENT WEEKLY they posted which shows on what networks had the highest age demographics. The show with the oldest viewers on the CW was “Smallville” and the average age was listed at 38. I got to attend Comic Con and I can safely tell you that after examining the crowd that stood outside to get into the panel, I think that number is generously low, there were far more folks in that hall who had white and grey in their hair than those who had green streaks and nose piercings.
Realizing that the show’s demographics are that much older the CW should be actively pursuing bigger revenue generating advertisers who can cater to the older audience who has more disposable income to burn – they could sell beer, car, and computer ads during the show. Instead they usually go after the cell phone crowd and fast food advertisers which cater to the lower income teenage crowd.

Jensen Ackles from Supernatural at Comic Con - WireImage
As of today the CW has not shown a single season 8 promo video on air for “Smallville” or “Supernatural” even though the producers from both shows presented the crowds with several minutes of new footage at Comic Con. Contrast that to FOX who immediately snatched up the footage that Josh Friedman and his merry band of spoiler loathing producers aired in the “Terminator: the Sarah Connor Chronicles” panel and immediately started inserting those clips into their almost daily on air campaign to promote their high rated sophomore year show.
For those of us who got to see the “Smallville” montage it absolutely electrocuted the crowd, the style of the way the show is being shot has changed – the warm sunny quality that you expect from the show has been replaced with more icy blue tones as the show moves away from Smallville towards Metropolis. The new villainous characters who were introduced were given ominous introductions, including a terrifying close-up of new mega villain Davis Bloom, aka Doomsday, who will test Clark to his breaking point. Clark Kent ends one career as a farm boy and begins his journey towards becoming the man we all know and love who leads duel lives as the mild mannered reporter by day and Superhero at night. This season he is paired with Lois Lane and the producers promise us that the big payoff for Superman fans is coming. These are wildly exciting changes after the show has been mired by constantly focusing on Clark Kent’s unwillingness to get off of the farm and grow up. This was fantastic news…for the 2,000 people who attended the event and got to see the footage. However, with only a fraction of their viewing audience in attendance and strict “no recording” rules in place at the panels for network footage, the general public has yet to see any new footage to entice them to watch the new season.
“Smallville” is eight years old, I guess it’s understandable that the network would rather splash young faces all over their website and TV ads and not bother investing in the aging Superhero show. Normal networks can afford to ignore their older shows, the CW cannot. “Smallville” might be old, but it IS the NUMBER ONE scripted show on their network and continues to bring in ratings, even when the show’s storylines don’t appeal to the action hounds who are the cornerstone of Sci-Fi TV viewership. With the storylines that the producers are promising for this season, “Smallville” FINALLY seems to be getting off of the teenage-sappy-soap filled storylines and is moving towards focusing entirely on superhero/comic book lore, this was met with thunderous applause by the Comic Con crowd. The show has the possibility, just like they did in season 6 to bring the fan boys back to the show, and when they’re on board, the ratings skyrocket.
Season 6 was the last time that “Smallville” received any real money sent its way for a full marketing campaign – and it paid off – they gave us fresh new promo photos, posters, and commercials. The show averaged between 5-6 million viewers for the first half of the season with a high of 6.5 for the critically acclaimed episode “Justice.” However, almost immediately after that episode aired the show again shifted focus away from the Superhero storylines that were driven by Clark working with the Green Arrow and Lois Lane and again the ratings tanked as it bounced back into soap territory.
So far we haven’t seen any new cast promos surface other than some laughably bad photoshopped manips of Clark using ancient photos at Comic Con. They have two brand new cast members who are being added as regular cast members and we haven’t seen any new photos of them, whereas last year we were spammed with new photos of pretty Laura Vandervoort as Supergirl. With Lex Luthor gone this year, you would think that promoting the new big bad guy on the show would be a priority to the network. As things stand we haven’t had any of the stars out talking on the radio or anything to promote the show and again NO commercials advertising the new season. The only coverage we received was at Comic Con and that news is now stale. People who are interested in the fall shows will look for news wherever they can find it and so far “Smallville” and “Supernatural” don’t even factor as mentionable stories.
“Supernatural” which steadily holds solid ratings is in an even worse boat than its eight o’clock lead in – they didn’t get any sort of promotion at Comic Con beyond the panel, however, at least we’ve seen some promo photos surface for their premiere episode. This is unbelievable considering both Jensen Ackles and Jared Padalecki manage to always top the charts for hottest male actors in nearly any online poll that they are a part of, you’d think that the network would want to steal from its British distributors tagline and ask “Since when did scary get sexy?” Wouldn’t you think promoting that the network lays claim to two of the hottest men on TV would be an easy selling point to new viewers of their female shows? I mean, women watch “Desperate Housewives” for the stories & writing right? Why not tease them into the scare-fest family drama with their hunk stars and lure them in with the shows great writing and unique stories?
From Comic Con the “Supernatural” panel received recognition for having some of the most passionate and obnoxiously loud fans from the entire event and just like the “Smallville” panel which proceeded it, the room was packed. Executive Producer Eric Kripke announced that “Supernatural” would have a spin-off of sorts “Ghostfacers” which will likely air online – if you spend time digging around the CW site you can find THIS PAGE that is dedicated to explaining who they are, but you have to be a detective to locate it, there certainly hasn’t been any official CW releases about it launching.
Neither “Smallville” or “Supernatural” have any new promotional posters, photos, or videos promoting their shows. Instead they’re lumped into a couple of network focused video ads where the 2 shows are afterthoughts and buried under tons of images of smiling teenagers. The only artwork on the main site for both shows is sorely out of date. For “Smallville” all images center around Clark/Lex/Lana – even though Lana and Lex are gone as regular cast members. The CW just added new season wallpapers for both shows onto their sites and they’re using promo photos for the “Smallville” art that are FOUR years old and the ones for “Supernatural” are TWO years old.
This whole CW mess makes you wonder if anyone over there actually THINKS. Or even better yet, why isn’t the CW working hard with their two parent companies to come up with a diverse solid line-up? CBS fought for and eventually killed fan favorite show “Jericho” which routinely held between 4-5 million viewers a week. Those numbers suck for a show staying alive on one of the big four networks, but not for the CW. Those numbers would’ve brought much needed new viewers to their network and the show would’ve fit nicely either with “Supernatural” or “Reaper.” Same could be said for “Moonlight” – it could’ve been sent to the CW and flourished when paired with their sci-fi focused shows.
As things currently stand, the 3-6 million viewers who watch the more action oriented programming on the network feel resentful that the established shows are being ignored and overlooked by the new up and comers. Had the CW bothered to put out even the smallest campaigns for their two top shows, the viewers on them might feel interested to check out their newer offerings, as it stands on the nights that their new shows are airing, I doubt many “Smallville” or “Supernatural” fans will give the CW’s other show’s a second glance…even the females. Once upon a time the CW/WB had balanced programming – now their line-up is confusing and it makes you wonder who decides where to put things. Why would they throw their two highest rated shows on the toughest night of Television? Why not throw their reality programming there instead and reap the benefits of moving “Smallville” and “Supernatural” to say…Wednesday when there’s very little else on for real competition and allow for them to get higher live ratings which is what the advertisers prefer? Both shows are heavily DVRed which helps to further pad their overall numbers.
I guess we’ll never know the powers that be at the CW plan and decide things and I suppose that they must believe that devoted fans of the shows that they fail to promote will find news on their own. Why put money into advertising when your fans will do it for you for free? In that case, I guess they must be thinking that no news is good news for them.
I wonder if they’ll still think that if “90210” tanks and the network folds this year.