NEWS7 March 2011

Hallmark channels sign up for Rentrak audience measurement

New business North America

US— Crown Media Holdings have signed up to receive TV ratings figures for The Hallmark Channel and Hallmark Movie Channel through Rentrak’s TV Essentials service, which collects set-top box data from all 210 US television markets.

Through the deal, Hallmark will have access to Rentrak’s Stickiness Index, which rates the most engaging channels and programs on television.

Jess Aguierre, Crown Media’s SVP of research and media planning, said: “The amount of time a viewer stays with a programme is the ultimate measure of viewer engagement and value to our advertisers.”

Rentrak’s Carol Hinnant, SVP of national network sales added: “Rentrak developed the Stickiness Index as a tool to give networks and advertisers a more valuable metric to measure engagement for linear TV programming.”