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[04/23/08 - 02:44 PM]
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
The Hallmark Channel spins the Live+3 commercial ratings for the first quarter of 2008.

[via press release from The Hallmark Channel]

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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