Hallmark Catches Up on Its Studies - Multichannel

Hallmark Catches Up on Its Studies

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Hallmark Channel announced Thursday that it's been scoring well in several
recent qualitative-research studies, including Beta Research Corp.'s
just-announced "Cable Subscriber Evaluation Study."

In a prepared statement, Hallmark also pointed out that it scored highly in
an Opinion Research Corp. study and in a Cable Q Inc. research report, both also
conducted last fall.

The Crown Media Holdings Inc.-owned channel said in a prepared statement that
Opinion Research's November study found Hallmark No. 2 in ad effectiveness for
the second consecutive year, ahead of not only Lifetime Television, ABC Family,
Food Network and A&E Network, but also the broadcast-television
networks.

The Cable Q report put Hallmark third among women aged 25 through 54 and
fourth among women 18 through 49 in terms of satisfaction and commitment among
regular viewers, Hallmark added.

Thus, it claimed, it outscored more established networks like Home Box
Office, Discovery Channel and A&E among females 25 through 54 and
outperformed Discovery, A&E and MTV: Music Television among women 18 through
49.

Hallmark's statement added that it ranked tops among midsized cable networks
in such Beta categories as program quality, satisfaction with the channel and
the network's importance to viewers' enjoyment of cable.

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