Hallmark's morning strand is all about quality drama. With a 73% female audience if offers great targetting in viewers 'me time'
One of the most successful channel launches in the last 5 years, The Hallmark Channel now sits as the 7th highest deliverer of adult satellite impacts. Drama, Romance & Adventure are what this channel is all about and this has proved a huge hit with the channel’s loyal audience base whose loyalty in terms of average time spent watching the channel is unmatched by its key competitors. Daytime provides a heavily female biased audience, and programming takes on a soft, safe and empathetic feel with movies and US family drama.
A blanket sponsorship of the morning strand (0800-1300) each Monday-Friday provides an advertiser with the opportunity to reach a loyal and engaged audience. Research has shown that a vast majority of Hallmark viewers are lone viewing in this daypart, escaping from their chores and taking time out to indulge in Hallmark’s offering. The strand features 5 back to back 60 minute episodes of US dramas like Touched by an Angel and Sue Thomas FBI. This makes for an ideal opportunity for an advertiser to rotate a number of brands.
A large number of advertisers use the Hallmark Channel during daytime to reach housewives and women in a relaxed environment whilst they’re indulging in ‘me-time’. Past sponsors include Wines of Bordeaux and Dairycrest.
This opportunity allows advertisers to target an engaged female biased audience (73%). Due to the loyalty of Hallmark’s viewers (ave. session length = 77 minutes daily average), optimum frequency can be achieved efficiently and with minimum wastage.