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With Felicity, The WB has the one show pegged by network executives, ad executives, and critics as most likely to succeed. BBDO Media identified the show as the potential breakout hit among the 37 new shows in fall 1998. Felicity is part of a carefully crafted WB business plan targeting viewers 18-34. Last year, Dawson's Creek and Buffy the Vampire Slayer helped the network to raise its average nightly viewership to 4.43 million people, up 24% over the previous season. To break even on Felicity, The WB needs at least a 2 rating and a 5 share among 18-34-year-olds. Critics and advertisers have been struck by the show because its wistful coming-of-age story apparently appeals to a broader demongraphic than any previous WB show. The show is commanding $110,000-plus for some of the sixteen 30-second spots per episode. How much profit The WB makes on Felicity is also tied to how fast it can grow its audience and ramp up its ad rates.