Hallmark's solution: cut ad clutter: net scales back movie spots, adds product-placement unit in move to boost revenue.(Marketing & Advertising)
Multichannel News, January, 2004 by Donohue, Steve
Hallmark Channel is slashing the advertising inventory in its original movies with the hope of reducing clutter and boosting ad revenue. The network, which also last week announced the formation of a new sponsorship-solutions unit that will work on product placement deals with advertisers and cross-platform media buys, plans to reduce the spot load in some original movies from 12 minutes per hour to four.
Ads in telefilms with the reduced commercial loads would be sold to a single sponsor, with the deals costing media buyers at least $1 million per movie, said Hallmark executive vice president of national advertising sales Bill Abbott. Hallmark will test the strategy with a few original movies before committing to sole sponsorship deals for its...
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