Hallmark Media inks measurement pact with EDO

Hallmark Media on Wednesday announced a new partnership with EDO to deliver outcome-based ad measurement for several of the company’s properties along with custom marketing integrations analysis.

Specifically EDO’s measurement will focus on the Hallmark Channel, Hallmark Movies & Mysteries’ original scripted series and tentpole movie programming events such as Countdown to Christmas, New Year New Movies!, Loveuary and mystery franchises.

Hallmark is tapping EDO tools analyzing real-time consumer behavioral data to help advertisers and publishers know how and where ads generate interest with viewers.  Along with using EDO to deliver ad outcomes, Hallmark’s also leveraging the vendor for immediate proof-of-performance insights for custom marketing integrations during Hallmark programming.  

“With our programming consistently delivering strong results, we are always looking for innovative solutions to further demonstrate the impact of our brand,” said Ed Georger, EVP of Ad Sales and Digital Media, at Hallmark Media. “EDO’s granular, real-time insights will significantly help us reinforce the true value our audience brings to our advertising partners.”

Alongside news of the partnership, Hallmark disclosed some results of its Q4 ad performance based on EDO data.  Hallmark said it saw a marked increase in engagement in Q4 year over year with its network consistently performing in the top 20% of linear cable network ad performance.  One of its holiday tentpole events -  Countdown to Christmas, which features primetime movie programming and begins in October – propelled Hallmark into the top 10% of cable networks in Q4. In fact the event accounted for 96% of Hallmark’s top-performing primetime programs in Q4, with the most engaged holiday themed movie on the network “Making Spirits Bright.” That film, according to EDO, performed 79% better than the cable average for a primetime movie in Q4.  

Hallmark’s holiday-themed content is particularly popular among viewers. A November Whip Media survey found Hallmark as the most popular linear destination for holiday content.

Per EDO data, ads during Hallmark movie premieres and new series episodes are 52% more likely to engage viewers than during an average Hallmark programming. The network’s Loveuary event in February kicked off with the “Sweeter Than Chocolate” movie premiere, which outperformed the average Q1 Hallmark program by almost 60% through mid-February.

“Hallmark is known for its storied seasonal movies, and we’ve only just begun uncovering actionable performance insights for both the network and its advertisers,” said Kevin Krim, president and CEO at EDO, in a statement. “Hallmark joins the ranks of leading media companies who value predictive outcomes that go beyond basic reach metrics.”

Hallmark last year also expanded distribution of its content, landing deals with NBCUniversal’s Peacock, as well as carriage on Hulu’s live TV lineup.

News of the EDO partnership comes ahead of the 2023 Upfronts, where new forms of measurement may be top of mind. Hallmark is one of the media companies involved in a recently formed Joint Industry Committee, which just this month released a baseline set of requirements for certification of new  cross-platform measurement currencies that the cohort aims to have ready ahead of the 2024 Upfront.

As for EDO, the vendor scored an earlier measurement win in January when Disney Advertising said it would use EDO’s engagement metrics to measure the impact of ad campaigns across the Disney streaming footprint – starting with Hulu and extending to ESPN+ and Disney+. Disney said the deal helps set the foundation to expand outcome-based measurement to streaming, with metrics that enable better understanding of convergent TV ad performance.