The parent station or cable franchise operator of the local WB 100+ affiliate maintained responsibility of selling local advertising for the station or cable-only outlet, with the service allocating time to affiliates to incorporate local commercial inserts during WB network and WB 100+-acquired syndicated programming. The WB offered a multi-tiered advertising sales plan to prospective affiliates allowing for the sale and transmission of commercials for local, regional and national businesses on the customized feed; it also handled responsibility for marketing campaigns customized for each affiliate that were developed through an in-house marketing department operated by The WB for the station group. The affiliate operator also held responsibility of acquiring alternative syndicated programming to substitute those provided by The WB 100+, if the rights to that program are held by another station in their market.