via press release:
HALLMARK CHANNEL CLOSES OUT 2011 WITH A BANG, MARKING AN OUTSTANDING 4th QUARTER AND HOLIDAY SEASON
Posted Significant Increases in Year-to-Year Growth for 4Q in Prime Time and Total Day
Across All Key Demos
Holiday 2011 Marked Hallmark Channel’s Highest Day and Weekend in Network History
With the culmination of Hallmark Channel’s 4th Quarter and “Countdown to Christmas” programming initiative, the network achieved substantial increases in ratings and viewership across multiple key demographics over the same period in 2010.
In a banner 4th quarter, the network showed year-to-year growth among its core demo (W25-54) of 13% in Prime Time and 19% in Total Day. Other 4Q highlights include year-to-year growth in Total Day of 22% among W18-49; 19% among A18-49; 18% among A25-54; and 17% among P2+. Hallmark Channel also saw gains in Prime Time among other key demos: HH (10%); W18-49 (14%); A18-49(13%); A25-54 (12%); and P2+ (8%).
Expanding on this overall quarterly success, Hallmark Channel’s 2011 “Countdown to Christmas” franchise, which featured 1038 hours of holiday programming - more than anywhere else on television - delivered an average 2.4 HH rating for its original movie premieres and reached more than 22.1 unduplicated viewers, representing a 16% increase in delivery over 2010’s campaign. The holidays also brought the network its highest-rated weekend for Thanksgiving weekend (11/26-11/27), with a 1.4 HH rating and a combined average of 1.5 million viewers. In another network benchmark, Hallmark Channel experienced its highest-rated single day on record for Sunday, November 27th, garnering a 1.5 HH rating and an average of 1,290,000 homes.
Additional 2011 “Countdown to Christmas” noteworthy highpoints include:
- Hallmark Channel’s movie premiere weekends ranked #1 in Weekend Prime (Sa-Su 8-11p) for 7 consecutive weeks beginning November 5 among W25-54 rating (1.1) and #2 among HH rating (2.1).
- Hallmark Channel boasted the #1 movie of the week for 6 consecutive weeks.
- 11 of the 14 original holiday premieres held the distinction as #1 ad-supported cable movie of the day.
- Year-over-year, Hallmark Channel’s holiday Prime Time programming saw increases among W25-54 (13%); W18-49 (15%); A18-49 (12%); A25-54(12%); and HH’s (9%).
- Key demo increases in Total Day over the same period in 2010 include W25-54 (11%); W18-49 (16%); A18-49 (14%); A25-54 (10%); and HH’s (8%).
Source: The Nielsen Company, September 26 - December 25, 2011