[01/27/05 - 12:00 AM]
Hallmark Channel's Entitlement 'Annie's Point' Premiere Draws Third Highest Total Day Hh Delivery in Network's History

[via press release from The Hallmark Channel]


Hallmark Channel Delivers Another Sponsorship Solutions Unit Success Story

The premiere of �Annie�s Point,� a Hallmark Channel Original movie entitlement, on January 22nd, made its point by propelling the network to the third highest total day household delivery in its history. Airing from 9-11 p.m., �Annie�s Point� garnered a 2.0 household rating (1.36 million HH) to contribute to Hallmark�s total day average hourly household delivery of 687,000, or a 1.0 rating. The premiere was seen by 2.8 million unduplicated viewers.

�Annie�s Point� fared well among women 25-54 (477,000 HH) and adults 25-54 (720,000 HH). Overall, its 1.36 million HH delivery ranked �Annie�s Point� seventh all-time among all Hallmark Channel telecasts. In keeping with the clutter-busting objectives of the network�s Sponsorship Solutions Unit, the movie ran with a reduced national commercial load of four minutes per hour.

The strong showing by �Annie�s Point� on January 22nd was supported by solid ratings and household delivery by other elements of Hallmark�s programming schedule, including �The Long Shot� (1.5 HH rating, 1.035 million HH, 3-5 p.m.), �Straight From the Heart� (1.5, 1.002 million HH, 1-3 p.m.), �A Place Called Home� (1.5, 993,000 HH, 7-9 p.m.), �The Parent Trap� (1.3, 890,000, 11 p.m.-1 a.m.) and �A Time to Remember� (1.2, 798,000, 5-7 p.m.).

Competitively, Hallmark Channel ranked #8 total day among the 59 measured adsupported nets (Nielsen Media Research 1/22/05). �Annie�s Point� ranked #5 for its time period among total households and women 25-54.

The following day, Sunday, January 23rd, ranked as the 10th highest single-day household delivery in Hallmark Channel�s history with an average of 621,000 HH. These successes contributed to propelling Hallmark Channel to its highest rated week in the network�s 181-week history (.8 total day).

Bill Abbott, Hallmark Channel�s Executive Vice President, National Advertising Sales, said, �January 22nd-23rd was a winning weekend for Hallmark Channel, and we are particularly pleased that our Hallmark Channel Original entitlement resulted in another major success for an advertiser. The reduced national commercial load has proven to be a winning formula for our viewers and entitlement sponsors.�

In �Annie�s Point,� a feisty grandmother and her reluctant granddaughter embark on a spontaneous road trip, eventually finding themselves penniless, and one step ahead of the law. Determined to scatter her husband�s ashes to commemorate their 50th wedding anniversary, Annie Eason (Betty White, �The Golden Girls�) decides to travel to the couple�s favorite spot on the coast. Her granddaughter Ella (Amy Davidson, �8 Simple Rules�for Dating My Teenage Daughter�), lonely and unhappy at school, halfheartedly agrees to go along for the ride. Entangled in a series of misadventures, free-spirited Annie inspires confidence in Ella, who begins to embrace her musical talent and see the beauty within herself. Hallmark Channel is a 24-hour basic cable channel that provides a diverse slate of highquality entertainment programming to a national audience of more than 67 million subscribers. The program service is distributed through 4,700 cable systems and communities as well as direct-to-home satellite services across the country. Crown Media Holdings, Inc. (NASDAQ: CRWN) owns and operates Hallmark Channel, which, in addition to the U.S., is distributed worldwide to more than 122 countries. The combined channels reach more than 125 million subscribers globally. In 2004 Crown launched its 24-hour second linear channel, Hallmark Movie Channel. Through its subsidiary, Crown Media Distribution, LLC, Crown also distributes award-winning titles from the Hallmark Entertainment, Inc. collection for exhibition in a variety of television media including Video-on-Demand and High Definition Television.


For more information please visit www.hallmarkchannel.com or www.hallmarkmoviechannel.com.

  [january 2005]  

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