The upfront was turned out surprising well for the TV programmers, but it is unlikely any programmer did better than little, independent Crown Media Family Networks.
Crown, which runs the Hallmark channels, was able to pull off the tricky feat of both security above market average gains in both price and volume, according to Ed Georger, executive vice president of advertising sales and digital media.
According to Georger, Crown scored price increases on a cost-per-thousand viewer (CPM) bases that were just shy of double digits. And it got a big gain in volume, with an increase in the low 20% range.
Crown benefited from ratings increases at both of its networks, Hallmark Channel, the top rated network with women in the fourth quarter, and the up and coming Hallmark Movies & Mysteries. The company plans to launch a third network, Hallmark Drama, on Oct. 1.
Hallmark has three original series that are returning, which gives advertisers a level of comfort in new content but familiar programming.
The company is also cutting back on the commercial load in original broadcasts of two of those shows,The Good WitchandChesapeake Shores. “It did attract new advertisers who came in out of appreciation for a lower-commercial environment,” Georger said.
On top of that, “we brought a message to the market place out of upfront event at the Rainbow Room back in March that hit on a lot of things that were important to the advertising community,” Georger said.
For more of this story, please visit broadcastingcable.com.