Hallmark Channel – Countdown to Christmas Campaign 2012
Hallmark’s marketing gurus were tasked with supporting 12 original movie premieres over 6 weeks with a goal of improving ratings over ’11—all while cutting through all the holiday TV clutter. It worked. By mixing paid media with strategic partnerships and promos including sweepstakes, Web buys and social media engagement, paid media delivered more than 13mln impressions, digital paid media drove 384.5K clicks to the Website, the sweepstakes garnered more than 603K entries (the highest participation of a holiday sweepstakes to date) and a special partnership/sweepstakes with The Cheesecake Factory restaurant chain delivered nearly 338K entries. Web traffic attracted its highest audience ever with nearly 1.7mln browser (up 66% YOY). Meanwhile, “Countdown to Christmas” linear ratings were off the charts, reaching 65.4mln viewers in Nov and Dec and boosting Hallmark to #1 in weekend prime among W25-54.
Honorable Mentions

A&E – Storage Wars Season 3
A&E wanted to make a big impact with Season 3 of “Storage Wars,” so it launched the “Lockbuster Event of the Summer, creating cinematic action spots that also ran at Best Buys through an innovative partnership. The S3 debut ranked #1 among A25-54.
Discovery Communications – Destination America’s transition from Planet Green to Destination America
Discovery pulled out all the stops here. On-air, off-air, partnerships, events and more. Ratings are now among the best in key demos for nets under 60mln subs.
Fuse Presents Funny or Die’s Billy on the Street
Fuse smartly tapped into Billy Eichner’s existing fan base via social media before rolling out a massive traditional campaign, including a premiere screening event for fans. S2 premiere viewership was up 160% on HH ratings and 355% on P12-34s vs. S1. Nice work. 
The Hub TV Network – “My Little Pony Friendship is Magic” Royal Wedding
The Hub launched a multiplatform campaign to promo its wedding-themed season finale, even driving traffic to with a special “Royal Wedding” mini-site. The finale delivered the best-ever audience numbers for any series in Hub history among key demos.
Sundance Channel’s Push Girls
In marketing this inspirational series, Sundance has really captured the hope, resilience and love of life that these 4 “Push Girls” bring to every episode. The imagery and tone has been spot on. And awareness has never been higher.
Time Warner Cable Sports Launch
Outdoor signage, on-air promos, celebrity appearances, email blasts to the L.A. Lakers database. Time Warner Cable pulled out every stop to promote their new sports nets, and they have maintained the momentum with carriage on 10 Southern CA distributors since the nets’ launch in Oct ’12.
TV One Rebrand
TV One’s marketers did an incredible job rebranding the net, including a more contemporary and flexible log and its new “Where Black Life Unfolds” tagline. As a result, TV One’s ratings climbed some 14% from the middle to the end of ’12.

The Daily



Playwright and filmmaker David Talbert is working with Disney Branded Television on a musical series, “Madelyn Square Gardens,” about a young woman from Mississippi who moves to New York with big Broadway

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up


Dec 7
Most Powerful Women CelebrationSave the Date!
Full Calendar


Seeking an INDUSTRY JOB?

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact for more information.