The CW has complained for years that Nielsen ratings don't adequately gauge its young audience, and now the network is doing something about it - by developing its own measurement system.
At its upfront presentation to advertisers Thursday, CW also detailed plans for CWD, an online source of game shows, comedies, animation and other content. One of its features will allow viewers to choose the outcome of a situation, choose-your-own adventure style. Viewers might decide whether a character kisses someone or storms out of the room, for example.
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Talking to reporters after the upfront presentation, CW president Mark Pedowitz was secretive about details of the new measurement system, which will measure online views as well as how many people watch TV shows in real time.
He said the CW, which was born five years ago from a union of Warner Bros.' WB and CBS's UPN networks, was not working with any other networks on the system. The network targets viewers 18 to 34, a younger audience than the 18-to-49-year-olds sought by the four biggest broadcasters.
Asked if he hoped the new system would become an industry standard, Pedowitz said, "I think everybody has to make their own choice. I have no idea. ... We may just be a very different network from everyone else."
As its ratings slipped this season, the CW noted that its audience is as comfortable with computer and tablet screens as television ones, and watches much of its programming online. It says that at any time 7 percent of its viewers watch shows on its website.
It has also made streaming deals with Netflix and Hulu that have added to the network's financial stability and made it less reliant on ratings. The Netflix deal alone is expected to earn the CW up to $1 billion, providing a fresh revenue source beyond advertising.
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