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• Hallmark Channel is the fastest-growing basic cable network, ranking No. 1 in year-to-year Total Day HH growth (+75%) and A25-54 (+77%) among the 52 measured ad-supported cable networks.1 This growth catapulted Hallmark Channel to rank among the Top 10 cable networks in Total Day HH rating (No. 9).2
• Hallmark Channel world premiere original movies were six of the Top 40 premieres on cable in 2003.3
• Hallmark Channel original movie premieres in 2003 ranked 1st and 2nd in attracting the largest composition of upscale adult audience age 25-54 with household incomes over $75,000.4
• Hallmark Channel delivers an adult audience that is almost equally male/female in many key dayparts.5
• Hallmark Channel is a leader in original movies, with 36 hours of original movies this year, and even more in 2005. |
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Original Movies Propel Hallmark into Top 10
Just 32 months after its launch, Hallmark Channel shot into the Top 10 cable networks. Original movies are a major factor in the network’s high ratings. Of the top 40 highest-rated original movies on cable in 2003, six were from Hallmark Channel. And two of the channel’s world premiere originals, “Love Comes Softly” and “A Time to Remember,” ranked No. 1 and No. 2 in attracting the largest composition of upscale adult audience age 25-54 with household incomes over $75,000.
The company is making a multi-million-dollar investment in original programming in 2004/2005, producing 36 hours of original movies this year, and even more in 2005. Three blockbuster miniseries will also debut in 2004: “King Solomon’s Mines,” “Frankenstein” and “La Femme Musketeer.” The titles are all from Hallmark Entertainment Inc., the world’s leading producer of original movies for television, which creates more of these for Hallmark Channel than for any other network. Further, Hallmark Channel is the exclusive cable home for the Hallmark Hall of Fame Collection, a selection of movies from the award-winning series.
Desirable Male, Female Adult Audience
Hallmark Channel delivers an adult audience that is almost equally male/female in many key dayparts. Programming like the channel’s popular classic Westerns of “Rough ’n Ready Saturday,” and “Mystery Sunday” attract a diverse audience. » CONTINUED |
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With the addition of “JAG” to the schedule in 2005, the network anticipates that its balanced delivery of adults will become even stronger.
Integrated Marketing Partnerships
Hallmark Channel offers advertisers integrated marketing partnerships with the 4,300 Hallmark Gold Crown Stores and their more than 12 million loyal cardholders. Cross-platform sponsorships include on-air, in-store, in Hallmark Gold Crown Card member mailings and online. The Hallmark Brand has always been synonymous with holidays, and Hallmark Channel salutes them with special promotions and programming on Valentine’s Day, Mother’s Day, Father’s Day, Halloween and the winter holidays.
In November and December ’02 and ’03, the network offered holiday movies that attracted a total of 29 million new viewers and led to all-time high ratings for the day, the week and the month. In December ’02 and ’03, 24 movies garnered 1.0 HH ratings or higher. These viewers not only came; they stayed. Ratings continue to climb in 2004.
Unequalled Success Stories
Hallmark Channel gives its advertisers the most effective advertising environment on cable. The network’s engaged viewers spend more time with Hallmark Channel than do the viewers of any other network. They stay with Hallmark Channel through commercials, and a majority of them say they think more highly of a product or service because it advertises on this network. The halo effect of the Hallmark Brand is a powerful one. |
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