CROWN MEDIA FAMILY NETWORKS COLLABORATES WITH THE CAMBRIDGE GROUP AND NIELSEN CATALINA SOLUTIONS TO REACH ADVERTISERS' SUPER-CONSUMERS DURING 2014/2015 UPFRONT
Analytic Data Helps Brands Identify Their Most Passionate Consumers
and Maximize Media Spends
Crown Media Family Networks, home of Hallmark Channel and Hallmark Movie Channel, announced today it will be the first cable programmer to leverage The Cambridge Group's innovative super-consumer analysis in the 2014/2015 Upfront season.
This data, compiled in conjunction with Nielsen Catalina Solutions, has demonstrated significant interest from national advertisers and demonstrates that for many brands the top 10% of buyers are driving up to 40% of revenues, particularly in the packaged goods category. In utilizing this unique data, Crown Media will help clients hone in on their most loyal customers and consequently increase the effectiveness and efficiency of their media buys on both networks.
"We are always looking for new ways to raise our value proposition in the marketplace and this data gets to the heart of what matters most to our clients - reaching the right audience and optimizing ROI," said Bill Abbott, president and CEO, Crown Media Family Networks. "The Cambridge Group and Nielsen Catalina Solutions are breaking exciting new ground with this research and we are so pleased to put this information to work for our advertising partners and help them connect directly with that influential subset of consumers who truly drive their bottom line."
"This collaboration enabled us to explore an exciting new angle on super consumers, linking their purchase behavior to their television viewing," adds Chris Fosdick, Principal with The Cambridge Group. "Reaching the most influential consumer with the right message in the right environment has long been the goal for advertisers, but now we have new data tools that enable us to do so with greater precision, a win-win for all stakeholders in the value chain."
ABOUT CROWN MEDIA FAMILY NETWORKS
Crown Media Family Networks is the umbrella unit of Crown Media Holdings, Inc., which houses Hallmark Channel and Hallmark Movie Channel. The company operates and distributes both channels in high definition (HD) and standard definition (SD) with Hallmark Channel available to 86 million subscribers in the U.S. and Hallmark Movie Channel in 53 million homes. Hallmark Channel is the nation's leading destination for quality family programming with an ambitious slate of original TV movies, specials such as Kitten Bowl, as well as some of television's most beloved sitcoms and series, including The Golden Girls, The Waltons, Little House on the Prairie, and Frasier. Hallmark Channel is also home to original scripted series, including Cedar Cove and When Calls the Heart, and Daytime Emmy-nominated lifestyle program, Home & Family, a daily two-hour live show shot in a fully functional house located on the Universal Studios California lot. Hallmark Movie Channel is one of America's fastest-growing cable networks and provides family-friendly movies with a mix of original films, classic theatrical releases, and presentations from the acclaimed Hallmark Hall of Fame library. In addition, Crown Media Family Networks includes the online offerings of HallmarkChannel.com and HallmarkMovieChannel.com.
Hallmark Channel on Social Media: Facebook, Twitter (Join the conversation at #HeartofTV), Pinterest, GetGlue, YouTube
Hallmark Movie Channel on Social Media: Facebook, Twitter, Pinterest
ABOUT THE CAMBRIDGE GROUP
The Cambridge Group (www.thecambridgegroup.com), a wholly-owned subsidiary of Nielsen, is a strategy consulting firm focused on the development of growth strategies for Fortune 500 companies. For over 30 years, The Cambridge Group has used its proprietary approach to help clients achieve significantly higher growth rates, restore pricing power and enhance competitive insulation. By focusing solely on demand, TCG has created and implemented successful strategies that maximize clients' growth and profitability.
ABOUT NIELSEN CATALINA SOLUTIONS
Nielsen Catalina Solutions provides the most comprehensive single source view of advertising to help consumer package goods marketers, agencies and media companies measure and improve advertising performance by precisely linking what consumers watch and what they buy.
The joint venture between Nielsen and Catalina integrates "watch" information from industry-leading Nielsen People Meter (NPM), Portable People Meter (PPM) and Nielsen Online, cable set-top-box data, and multi-media viewing data from NCS's channel partners. The "watch" data is matched with the "buy" data from Nielsen Homescan(R) and nearly 70 million shopper households from Catalina. This single source view provides the retail sales impact of TV, online, mobile, CRM, radio and print advertising. Nielsen Catalina Solutions is headquartered in Cincinnati, Ohio, USA. Visit www.ncsolutions.com to learn more.