Hallmark Channel Brings Client Joy -- and the Hottest Holiday Ticket in Town

EB Mossamp160 Countdown to Christmas is basically television39s biggest holiday franchiseamp160 It39s December and you39re halfway through the season how39s it going so faramp160 And what comes nextEd Georgeramp160 Thanksgiving ratings are just in and results are stronger than everamp160 This year we expanded our Thanksgiving Movie Event to include Hallmark Movies ampamp Mysteries and between the two networksamp160we premiered 12 new holiday movies over nine daysamp160 No other network even comes close to this level of volume of fresh original holiday contentamp160 Driven by the success of the event Hallmark Channel was the highestrated network in all of cable during Thanksgiving weekend which is arguably one of the important periods of the year for advertisersamp160amp160Countdown to Christmas in general is once again the top destination for holiday entertainmentamp160 Not only is Hallmark Channelamp160 No 1 for the third year in a row but the channel is beating the next closest network by 104 among W2554 and 79 among W1849amp160 At the same time an increase in original holiday movies on Hallmark Movies ampamp Mysteries has boosted that network to rank as a top 10 network among W2554amp160 So both franchises are in full swingThese results are also being fueled by our new Holiday App which lets viewers keep track of all of our new original movieamp160premieres and is driving a huge explosion on social mediaamp160 After Christmas we39re excited to be expanding our celebrations of the other seasons throughout the year by leaning into Hallmark Channel39s annual programming franchises such as Winterfest Countdown to Valentine39s Day Spring Fever June Weddings Summer Nights and Fall Harvest which then leads back into holidayamp160 That39s helped the network really become known among consumers and advertisers as a yearround destination for celebrations and seasonsamp160 There39s a benefit to that which advertisers recognizeamp160 This kind of topical timely content make for the optimal opportunity to communicate seasonal marketing messages and make a real impact on consumers in a safe onbrandamp160and relevant environmentEB Mossamp160 You just had your annual Macy39s Thanksgiving Day Parade viewing partyamp160 How long have you been doing this event and why does it make sense for your brandEd Georgeramp160 Believe it or not we39ve been hosting this event since 2001 the year Hallmark Channel was launchedamp160 Celebrating holidays seasons special occasionsamp160and traditions is in our brand39s DNAamp160 And since the Macy39s Thanksgiving Day Parade now in its 91st year is one of the country39s biggest most cherished holiday traditions it was a perfect fit for us so we knew we needed to establish a presence thereMoss What39s changed since you started doing this event more than fifteen years agoGeorgeramp160 Well it39s gotten a lot bigger for oneamp160 It39s not an exaggeration to say that this is a highlight of the season for our clients and something they look forward to all year longamp160 Since this is a family event we39ve also added all kinds of fun things for kids to do like face painting games a crafts table cookie decoratingamp160and of course an appearance by Santaamp160himselfamp160 These are the things that we all associate with the Christmas season which you also see woven as thematic elements into our moviesamp160 It39s like we39re creating the warm festive feeling of a Hallmark Channel holiday movie in a party settingI39d say that perhaps the biggest development though is the introduction of an annual Countdown to Christmas float in the parade which we added in 2015amp160 This is really exciting because not only do we have the opportunity to watch the parade from one of the best spots in the city but our brand is actually an integral part of the eventamp160 Just this year Diana Ross was the headlining performer on our float and she was a hugeamp160hitMossamp160 Why do you think the event is in such high demand for your clients and do you think it influences their spends with Crown Media Georgeramp160 This parade is something most Americans associate with the kickoff of the seasonamp160 We39ve all gathered around to watch the parade on TV but this event is the best possible way to experience it quite literally up close and in personamp160 Another big reason it39s so popular is because it39s truly a family affair clients are able to bring their whole families which for an industry event is rareIn terms of influencing their spends I obviously can39t put a number on it but this is one of the best opportunities we can offer our clients for experiencing our brand in a really unique wayamp160 It goes a long way toward making an impression about who we are and what our values are as a brandamp160 Ultimately it39s an opportunity for us to both thank our clients and reinforce in their minds our success storyamp160especially during the holidays when Hallmark Channel is a top network on cableMossamp160 Can you tell us who attends the event Georgeramp160 As I mentioned earlier this event gets bigger every year and demand for tickets was at an alltime high in 2018amp160 We have amazing partners at the agencies and with clients directly and we really enjoy meeting their familiesamp160 This year we hosted representatives behind such brands such as BMW Mini American Express ATampampT Hershey Tiffany ampamp Companyamp160and Pfizer to name just a fewPhotos courtesy of Crown MediaClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Hallmark Channel Brings Client Joy -- and the Hottest Holiday Ticket in Town

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E.B. Moss

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Hallmark Channel Brings Client Joy -- and the Hottest Holiday Ticket in Town

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E.B. Moss

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