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Hallmark moves holiday advertising from TV to digital
Business
Traditional holiday commercials are moving online — away from TV
By Drew Harwell November 16 at 9:37 PM
Shortly before Hallmark would have traditionally launched its seasonal commercial heart-warmers, the greeting-card giant made a surprising confession: This year, for the first time ever, it would spend nothing on holiday TV ads.
Instead, the struggling keepsakery will go all-digital, spending on cheeky YouTube ads and partnering with bloggers to sing the brand’s praises. It is also paying the photo-sharing app Snapchat to plaster Hallmark’s logo onto family pictures taken beneath America’s big downtown Christmas trees.
....
The networks’ feared mass expansion of “cord-cutters,” who slashed their cable bill, and “cord-nevers,” who ignored them altogether, has yet to fully materialize: The number of American households with Internet but no TV service grew 12?percent between 2013 and 2015, according to media researcher SNL Kagan — but that’s only 3?percent of the households tracked by Nielsen, recent data show.
“We’re seeing the cresting of the hype that digital will kill off TV,” said Jim Nail, principal analyst for Forrester Research. “These kinds of social components can add an extra bit of juice, but very rarely can they stand on their own. .?.?. This is Hallmark, this is mainstream America, and these are real people who still consume a lot of regular TV.” ... TV-industry stocks have been roiled in recent months over fears of accelerating cord-cutting, with weak ad sales damaging the revenue of networks such as Comedy Central-owning giant Viacom.
Traditional holiday commercials are moving online — away from TV
By Drew Harwell November 16 at 9:37 PM
Shortly before Hallmark would have traditionally launched its seasonal commercial heart-warmers, the greeting-card giant made a surprising confession: This year, for the first time ever, it would spend nothing on holiday TV ads.
Instead, the struggling keepsakery will go all-digital, spending on cheeky YouTube ads and partnering with bloggers to sing the brand’s praises. It is also paying the photo-sharing app Snapchat to plaster Hallmark’s logo onto family pictures taken beneath America’s big downtown Christmas trees.
....
The networks’ feared mass expansion of “cord-cutters,” who slashed their cable bill, and “cord-nevers,” who ignored them altogether, has yet to fully materialize: The number of American households with Internet but no TV service grew 12?percent between 2013 and 2015, according to media researcher SNL Kagan — but that’s only 3?percent of the households tracked by Nielsen, recent data show.
“We’re seeing the cresting of the hype that digital will kill off TV,” said Jim Nail, principal analyst for Forrester Research. “These kinds of social components can add an extra bit of juice, but very rarely can they stand on their own. .?.?. This is Hallmark, this is mainstream America, and these are real people who still consume a lot of regular TV.” ... TV-industry stocks have been roiled in recent months over fears of accelerating cord-cutting, with weak ad sales damaging the revenue of networks such as Comedy Central-owning giant Viacom.
