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HALLMARK CHANNEL CONTINUES TO LEAD IN AD EFFECTIVENESS, RANKING #2 AMONG ALL MAJOR NETWORKS IN AUDIENCE RETENTION IN C3 RATINGS AND #1 IN LENGTH-OF-TUNE FOR 1Q '08
New Nielsen Time-shifting Data Reveals Movies are the Top Entertainment Genre Viewed Live
With the first quarter of 2008 completed, Hallmark Channel, the leading family friendly programming network, continues to dominate in ad effectiveness earning the second-highest ranking for Live+3 commercial ratings (C3) with 94.9% audience retention of the Prime Time average program rating in households for the first quarter of 2008 (12/31/07-3/30/08), and #1 in Prime Time length-of-tune (24.4 Minutes). The rankings include major distributed cable and broadcast networks.
Hallmark Channel also ranked #2 with 93.3% A25-54 audience retention, ranked #2 with 93.2% A18-49 audience retention; and #1 A25-54 (20.4 minutes) and #1 A18-49 (20.3 minutes) in Prime Time Length-of-Tune
In addition, according to new Nielsen time-shifting data, movies are the top "entertainment genre" viewed live (98.4%), even beating sports (97.8%), and only second to news (98.7%). Because Hallmark Channel movies have a higher incidence of being viewed live, the network retained 97% of its Prime Time audience when comparing C-3 ratings to the live program rating metric.
"Again, we are very happy to see the excellent C3 ratings results for the first quarter which reinforces what we already know, that our viewers stay tuned to watch the ads. Commercial retention has long been one of our strongest points of differentiation in the marketplace," said Bill Abbott, Executive Vice President, Advertising Sales. "In addition, I think the industry will be surprised to hear that movies are almost always viewed live. That's great news for us."
"Our emotionally engaging original movies are the corner stone of our prime time schedule. Our leadership in C-3 retention and length-of-tune offer advertisers hard evidence of our ad efficiency and effectiveness," said Jess D. Aguirre, Senior Vice President, Research.
For reference, the Top 10 networks in Prime Time HH audience retention were Nick-at-Nite, Hallmark Channel, TV Land, Home and Garden TV, USA Network, The Weather Channel, Fox News Channel, CBS, truTV and Fox.
Breakdowns are below:
1q'08 (12/31/07-3/30/08) C3 Audience Retention Rankers
Prime Time (M-Su 8-11p)
Household
Rank
Program Originator
% Program to Commercial Retention
1
NICK-AT-NITE
95.2
2
HALLMARK CHANNEL
94.9
3
TV LAND
93.0
4
HOME AND GARDEN TV
92.9
5
USA NETWORK
92.4
6
THE WEATHER CHANNEL
92.3
7
FOX NEWS CHANNEL
92.2
8
CBS
92.2
9
TRUTV
92.0
10
FOX
92.0
11
LIFETIME TELEVISION
91.3
12
BLACK ENTERTAINMENT TV
91.3
13
THE CARTOON NETWORK
91.2
14
A&E NETWORK
91.2
15
GOLF CHANNEL
90.9
16
ABC
90.8
17
TBS NETWORK
90.8
18
ANIMAL PLANET
90.8
19
TURNER NETWORK TELEVISION
90.8
20
ESPN
90.6
21
NBC
90.3
22
SPIKE TV
90.2
23
THE HISTORY CHANNEL
89.8
24
ESPN2
89.8
25
ABC FAMILY
89.7
26
COMEDY CENTRAL
89.7
27
CABLE NEWS NETWORK
89.7
28
SPEED
89.6
29
SCI-FI CHANNEL
89.5
30
HEADLINE NEWS
88.7
31
DISCOVERY CHANNEL
88.7
32
CW
88.5
33
VERSUS
88.5
34
FOOD NETWORK
88.3
35
SUPERSTATION WGN
88.2
36
OXYGEN MEDIA
87.6
37
CMT
87.6
38
FX
87.4
39
TRAVEL CHANNEL
87.3
40
AMC
86.8
41
MSNBC
86.8
42
TLC
86.6
43
BRAVO
86.2
44
MTV2
85.6
45
TV GUIDE NETWORK
84.6
46
VH1
84.5
47
CNBC
84.4
48
E! ENTERTAINMENT TV
84.2
49
MTV: MUSIC TELEVISION
83.8
1q'08 (12/31/07-3/30/08) C3 Audience Retention Rankers
Prime Time (M-Su 8-11p)
Adults 25 - 54
Rank
Program Originator
% Program to Commercial Retention
1
NICK-AT-NITE
95.4
2
HALLMARK CHANNEL
93.4
3
THE WEATHER CHANNEL
92.5
4
TV LAND
92.1
5
TRUTV
91.6
6
HOME AND GARDEN TV
91.4
7
THE CARTOON NETWORK
91.3
8
USA NETWORK
91.0
9
BLACK ENTERTAINMENT TV
90.5
10
TBS NETWORK
90.5
11
LIFETIME TELEVISION
90.4
12
FOX
90.3
13
ABC FAMILY
90.3
14
ESPN
90.2
15
TURNER NETWORK TELEVISION
90.0
16
ANIMAL PLANET
89.7
17
CBS
89.7
18
GOLF CHANNEL
89.5
19
A&E NETWORK
89.5
20
SPIKE TV
89.4
21
VERSUS
89.3
22
SCI-FI CHANNEL
89.1
23
THE HISTORY CHANNEL
89.1
24
ESPN2
89.1
25
SPEED
88.9
26
COMEDY CENTRAL
88.8
27
FOX NEWS CHANNEL
88.8
28
ABC
88.6
29
CABLE NEWS NETWORK
88.0
30
DISCOVERY CHANNEL
87.9
31
NBC
87.8
32
FOOD NETWORK
87.4
33
OXYGEN MEDIA
87.2
34
SUPERSTATION WGN
87.1
35
FX
87.1
36
CMT
87.0
37
CW
86.6
38
HEADLINE NEWS
86.5
39
TRAVEL CHANNEL
86.4
40
AMC
86.2
41
TLC
85.3
42
MSNBC
85.2
43
TV GUIDE NETWORK
84.2
44
BRAVO
84.0
45
MTV2
83.3
46
E! ENTERTAINMENT TV
83.2
47
VH1
83.0
48
CNBC
82.7
49
MTV: MUSIC TELEVISION
80.3
1q'08 (12/31/07-3/30/08) C3 Audience Retention Rankers
Prime Time (M-Su 8-11p)
Adults 18 - 49
Rank
Program Originator
% Program to Commercial Retention
1
NICK-AT-NITE
95.5
2
HALLMARK CHANNEL
93.2
3
THE WEATHER CHANNEL
92.5
4
TV LAND
92.1
5
THE CARTOON NETWORK
91.4
6
TRUTV
91.1
7
HOME AND GARDEN TV
91.1
8
TBS NETWORK
91.0
9
USA NETWORK
90.7
10
BLACK ENTERTAINMENT TV
90.4
11
ESPN
90.4
12
ABC FAMILY
90.3
13
LIFETIME TELEVISION
90.3
14
FOX
90.2
15
TURNER NETWORK TELEVISION
90.0
16
COMEDY CENTRAL
89.8
17
ANIMAL PLANET
89.7
18
GOLF CHANNEL
89.7
19
SPIKE TV
89.3
20
CBS
89.2
21
A&E NETWORK
89.1
22
ESPN2
88.9
23
SCI-FI CHANNEL
88.8
24
THE HISTORY CHANNEL
88.8
25
FOX NEWS CHANNEL
88.6
26
VERSUS
88.5
27
ABC
88.4
28
SPEED
88.2
29
DISCOVERY CHANNEL
87.9
30
CABLE NEWS NETWORK
87.7
31
NBC
87.5
32
FX
87.2
33
TRAVEL CHANNEL
86.9
34
OXYGEN MEDIA
86.8
35
FOOD NETWORK
86.7
36
CMT
86.7
37
SUPERSTATION WGN
86.7
38
AMC
85.9
39
CW
85.9
40
TV GUIDE NETWORK
85.3
41
HEADLINE NEWS
85.0
42
TLC
84.8
43
MSNBC
84.8
44
VH1
84.5
45
MTV2
84.4
46
BRAVO
84.0
47
E! ENTERTAINMENT TV
83.7
48
CNBC
83.2
49
MTV: MUSIC TELEVISION
82.4
All February 2008 (1/28-2/24/08) Ad Supported Cable Telecasts
By Cable Program Genre Viewed Live Only
% of Households
Genre
Viewing Live Only
NEWS Total
98.7%
FEATURE FILM/MOVIES Total
98.4%
CHILDRENS Total
98.1%
SIT-COM/COMEDY SERIES Total
98.0%
SPORTS Total
97.8%
DOCUMENTARY/INSTRUCTIONAL Total
97.6%
MUSIC Total
97.5%
VARIETY/REALITY/MAG/TALK Total
97.3%
ADULT ANIMATION Total
97.3%
DRAMA/MYST/SCIFI SERIES Total
96.6%
Source: Nielsen NPower Ratings Analysis Report (12/31/07-3/30/08), Live+3 average commercial minute ratings vs. Live+3 average program minute ratings, M-Su 8-11p, ranked among broadcast networks and major cable networks (70+ million subscribers); Nielsen NPower Length of Tune Report (12/31/07-3/30/08), M-Su 8-11p, ranked among broadcast networks and major cable networks (70+ million subscribers)
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 to a national audience of 84 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 top 10 ad-supported cable networks in Prime Time and Total Day household ratings and is the nation's leading network in providing quality family programming. Crown Media also operates a second 24-hour linear channel, Hallmark Movie Channel, and will launch Hallmark Movie Channel HD in first quarter 2008.
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