or


[03/23/10 - 10:47 AM]
New Study Reveals That Advertising for Family-Friendly National Brands Has Greater Impact When Airing Within a Family-Friendly Network Programming Environment
Respondents identified Hallmark Channel as one of only two ad-supported scripted entertainment channels that are "good for family viewing."

[via press release from The Hallmark Channel]

NEW STUDY REVEALS THAT ADVERTISING FOR FAMILY-FRIENDLY NATIONAL BRANDS HAS GREATER IMPACT WHEN AIRING WITHIN A FAMILY-FRIENDLY NETWORK PROGRAMMING ENVIRONMENT

Millward Brown Study Commissioned by Hallmark Channel Expands on ANA Findings to Include Overall Network Impact

Advertising for family-friendly national brands can increase effectiveness when presented within overall family-friendly programming environments, according to results of a new Millward Brown study commissioned by Hallmark Channel. The Millward Brown study adds weight to and expands on a 2009 study by the Association of National Advertisers (ANA) Alliance for Family Entertainment. The ANA Alliance collectively represents approximately 30% of all U.S. advertising dollars and first identified that specific family-friendly programs can increase effectiveness of advertisements by greater than 30%.

The new Millward Brown study goes beyond the ANA study, which identified the impact on advertising that appears within specific family friendly programs, and identifies full-fledged, family-friendly cable channels and the impact of that overall environment on family-friendly national brands that appear on those networks.

"What's most interesting is that both studies confirm that running an ad in an environment that matches its tone and provides appropriate context can boost effectiveness of that advertising whether a commercial runs within a family-friendly program or in a daypart rotation on a family-friendly channel," said Jess Aguirre, Senior Vice President, Research, Hallmark Channels.

A recent E-Score(R) Brand analysis found that while there are hundreds of brands that rate above average as "family friendly," only a handful of networks are considered "trustworthy" for viewing in mixed company - and even fewer when it comes to ad-supported entertainment networks.

"This presents a major hurdle for hundreds of national advertisers who would like their key brand attributes re-enforced," added Aguirre.

In addition to reinforcing the correlation between family-friendly ad effectiveness and family-friendly programming environments, the Millward Brown study also revealed:

- Six in ten viewers agree that television can be an uncomfortable activity when watching in mixed company because of content concerns. Study respondents - most notably parents -- said they want programming that is "entertaining, high quality and family-friendly."

- Respondents identified Hallmark Channel as one of only two ad-supported scripted entertainment channels that are "good for family viewing." Hallmark Channel's high family-friendly viewing score was attributed by respondents to "trustworthiness" and "family appropriateness." Confirming the findings of a recent E-Score Brand study which ranked Hallmark Channel as America's Most Trusted Family Friendly Cable Network.

The Millward Brown study was conducted from Dec. 28, 2009 to Jan. 4, 2010 among adults 18+.

About Millward Brown:

Millward Brown (www.millwardbrown.com) is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions � both qualitative and quantitative � Millward Brown helps clients build strong brands and services. Millward Brown has more than 78 offices in 51 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments) and Dynamic Logic (the world leader in digital marketing effectiveness). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.

About Hallmark Channel:

Hallmark Channel, owned and operated by Crown Media Holdings, Inc., is a 24-hour basic cable network that provides a diverse slate of high-quality entertainment programming available in high definition (HD) and standard definition (SD) to a national audience of nearly 90 million subscribers. The top tier program service is distributed through more than 5,450 cable systems and communities as well as direct-to-home satellite services across the country. Hallmark Channel consistently ranks among the highest-rated cable networks and is the nation's leading network in providing quality family programming. Hallmark Channel's sibling network is Hallmark Movie Channel, also available in HD and SD, which focuses on the greatest family movies of all time.





  [march 2010]  
S
M
T
W
T
F
S
 


· SHOWATCH
(series past and present)
· DEVWATCH
(series in development)
· MOVIEWATCH
(tv movies and mini-series)









[04/26/15 - 02:01 PM]
HBO Sports Is the Fight Fan's Destination for Mayweather-Pacquiao
The blockbuster welterweight unification title showdown is set for Saturday, May 2 from the MGM Grand Garden Arena in Las Vegas.

[04/26/15 - 08:46 AM]
Saturday's Broadcast Ratings: NBC Tops Demos with NHL Playoffs
CBS then is the most-watched broadcast network last night.

[04/26/15 - 08:40 AM]
Encore Telecast of "Saturday Night Live," With Host Chris Hemsworth, Is Its Top Rebroadcast Since February 21
NBC spins the numbers for Saturday, April 25.

[04/25/15 - 06:00 PM]
Ariana Grande, Fifth Harmony and Becky G Among Top Winners at the 2015 Radio Disney Music Awards
"Disney Channel Presents the Radio Disney Music Awards" airs tomorrow night, Sunday, April 26 at 8:00/7:00c on Disney Channel.

[04/25/15 - 08:42 AM]
"Grimm" Is Steady Week to Week in Adults 18-49, Grows in Men and Women 18-49, Adults, Men and Women 25-54 and Total Viewers
NBC spins the numbers for Friday, April 24.

[04/25/15 - 08:40 AM]
"20/20: Bruce Jenner - The Interview" Draws 16.9 Million on Friday - Biggest "20/20" in 15 Years
ABC spins the numbers for Friday, April 24.

[04/25/15 - 08:33 AM]
Friday's Broadcast Ratings: "Bruce Jenner - The Interview" Posts Big Numbers for ABC
Nearly 17 million viewers on average tune into the two-hour special.

[04/24/15 - 11:33 PM]
Development Update: Friday, April 24
Updates include: Brooklyn Sudano joins Hulu's "11/22/63"; Disney Channel adds trio to "Jessie" spin-off; and Danielle Sanchez-Witzel to run NBC's "The Carmichael Show."

[04/24/15 - 07:43 PM]
E! Announces New Documentary Series Following Bruce Jenner's Life as a Transgender Woman
The eight-part, one-hour series will premiere Sunday, July 26 at 9:00pm on E! and will also air on the E! channels internationally.

[04/24/15 - 04:25 PM]
Oscar(R) Nominee and Multiple Tony(R) Winner Frank Langella to Return to FX's Peabody Award-Winning Drama "The Americans"
Langella will reprise his role as "Gabriel," Philip and Elizabeth's mysterious KGB handler.

[04/24/15 - 03:05 PM]
Whipclip Teams Up with Pop to Offer Fans Easy Access to Create and Share Video Clips from Network's Original Programming Line-Up
Using Whipclip, viewers can create customized clips of their favorite moments and share them instantly on Facebook, Twitter, Tumblr, Pinterest and via email and SMS.

[04/24/15 - 12:48 PM]
Discovery Channel Renews Hit-Series "Deadliest Catch" for Twelfth Season
From Original Productions, the 13-time Emmy Award-winning series follows the real-life adventures of Alaskan fisherman with one of the most dangerous jobs in the world - crab fishing on the unpredictable Bering Sea.

[04/24/15 - 12:43 PM]
FOX Sports 1 Presents First Ever "U.S. Open Media Day Special"
Originating from the United States Golf Association's Media Day at Chambers Bay, the program, recorded earlier in the day, airs in primetime Monday, April 27, (9:30 PM ET) on FOX Sports 1.

[04/24/15 - 12:32 PM]
Discovery Channel Grabs #1 in Both Persons 25-54 and Persons 18-49 on Cable for the Week
Discovery spins the numbers for the week of April 13-19.

[04/24/15 - 11:17 AM]
"Garbage Time with Katie Nolan" Attracts Largest Audience Ever with Total Viewership Over 1.6 Million
FOX Sports further spins the numbers for Sunday, April 19.