Hallmark released this press release yesterday which highlights a few details of their 16th year of Countdown to Christmas, new reality programming, and more. In case you missed it, here are the details...
Press Release via Hallmark Media:
HALLMARK TO RELEASE A ROBUST SLATE OF ORIGINAL MOVIES AND SERIES, INTRODUCING
NEW GENRES, EXPANSIVE HOLIDAY CONTENT, AND RETURNING FAN EXPERIENCES
FOR 2025-2026 UPFRONTS
April 3, 2025, NEW YORK – This Upfront season, Hallmark presents an exceptional array of advertising and brand
partnership opportunities that fuse the magic of its signature storytelling, with the power of its iconic brand, and
unmatched fandom. A rich slate of programming will be offered, including new, original movies and new seasons of fanfavorite original series like, When Calls the Heart, The Way Home, and The Chicken Sisters. Additionally, it will unveil an
exciting slate of unscripted series under the banner, “Reality TV with Heart,” bringing unscripted programming back to
primetime on Hallmark’s linear flagship network. The 16th installment of Countdown to Christmas on Hallmark Channel –
the #1-rated holiday network – will feature a robust roster of new holiday movies, including the second year partnership
with the NFL and Skydance Sports for Holiday Touchdown: A Bills Love Story, as well as two original scripted series – the
world premiere of limited series, The Twelve Dates of Christmas (working title), and the premiere of Season 1 and 2 of
Mistletoe Murders. Viewers will have access to over 4,000 hours of holiday content this season. All premieres will be
available to stream the next day on streaming service and membership program, Hallmark+. What’s more, the media
company’s keen approach to align with parent company Hallmark opens the door for Upfront marketers to explore on-air
and digital sponsorships, exposure at hit fan experiences, licensing opportunities, and more.
“As the leading entertainment network, Hallmark offers multiple platforms and activation opportunities that enable brand
partners to leverage our esteemed brand, signature storytelling and powerful fandom, to foster significant and impactful
connections,” said Ed Georger, EVP of Ad Sales for Hallmark Media. “With sold-out consumer experiences and innovative
activations, we provide advertisers with extraordinary opportunities to meaningfully connect with consumers and viewers.
Our recent partnerships with world-class properties, including the NFL and Skydance Sports, further amplify our reach and
influence, ensuring brands can thrive in a secure and expansive environment.”
Countdown to Christmas
Though often imitated by others, Hallmark’s unique approach to storytelling - blending hope, joy, and love - remains its
secret, winning formula synonymous with the iconic brand. Following the success of Holiday Touchdown: A Chiefs Love
Story, which won the title of #1 most-watched cable movie of 2024, Hallmark, NFL, and Skydance Sports are teaming up
again this Christmas for Holiday Touchdown: A Bills Love Story, premiering during Hallmark Channel's 16th annual
Countdown to Christmas. The partnership will include fan activities, co-branded merchandise, and widespread
promotions across various platforms, with more details coming later this year. Also included in this year’s lineup of original
holiday programming, is a six-episode scripted limited series, The Twelve Dates of Christmas (working title), based on the
novel of the same name by Jenni Bayliss and starring Mae Whitman, Mary McDonnell, and Jane Seymour. Another
highlight is Mistletoe Murders, starring and executive produced by Sarah Drew, who plays Emily Lane, a Christmas shop
owner who solves local murders.
Reality TV with Heart
Hallmark is reigniting primetime with its new slate of unscripted series, branded as “Reality TV with Heart”. This original
programming brings together friendly competition series, community building, home and lifestyle enhancement shows,
aligning with the company’s brand principles of joy, hope, warmth, connection, family and most definitely...love. The
lineup will feature new seasons and network premieres of Celebrations with Lacey Chabert and Finding Mr. Christmas,
which launched in Q4-2024 and garnered wide pop culture attention, bolstered by leading performances in front of and
behind the camera from longtime Hallmark stars Jonathan Bennett and Lacey Chabert, respectively. Hallmark’s newest
unscripted series, The Motherhood, created and hosted by Connie Britton, premieres on Hallmark Channel May 5th.
New unscripted original series in development include:
• Baked with Love: Holiday: A family recipe bake-off where talented home bakers showcase their signature family
holiday bakes and the heartfelt stories behind them.
• Armed to Build: Beloved Hallmark star Nikki DeLoach helps a community honor, celebrate, and give back to their
first responders and veterans by delivering distinct life transformations, enabling them to continue their heroic
work.
• Daughter of the Bride: Showcases genuine and heartfelt stories of adult daughters helping their mothers as they
prepare for a new beginning in love.
• Murder Mystery House: Co-created by Hallmark star Jonathan Bennett, this reality show invites Hallmark Mystery
fans to join in on the investigation – inviting them to a gorgeous mansion where there’s been a “murder”. These
real-life sleuths must narrow down the suspects, made up of favorite Hallmark actors, and figure out who the
culprit is for a cash prize.
Hallmark Activations & Experiences
Hallmark is offering brand partners the opportunity to directly engage with its superfans via its second installment of
immersive experiences on land and at sea. This year’s sold-out Christmas cruise will set sail from Miami to Cozumel, Mexico
from November 6-10th and will provide even more enhanced engagement opportunities. The Hallmark Christmas
Experience will return to the festive Crown Center in the heart of Kansas City, where its corporate headquarters are located.
The event, which promises to help guests be merry, make memories, and find magic, takes place over four consecutive
weekends, November 28th to December 21st, presenting brands with an array of consumer engagement opportunities in
a festive family-friendly environment.
Leveraging Hallmark’s Super Fandom
Despite changes in consumer behavior across industries, Hallmark’s fandom and demand for its signature brand of content
and consumer experiences remain strong. Hallmark consistently ranks as the leading destination for holiday programming,
driven by an extensive library of original Christmas movies and thousands of hours of original feel-good content. The
inaugural Christmas Cruise in 2024 sold-out within hours, leading to a second sold-out sailing, while the Hallmark
Christmas Experience attracted more than 100,000 superfans from all 50 states and over 20 countries across the four
weekends.
*Hallmark Channel was the #1 most-watched entertainment cable network of 2024 among key demographics. Driven by pop culture
sensation Countdown to Christmas, Hallmark Channel became #1 in Q4 among Women 18+ for the 11th year in a row and delivered
the Top 3 most-watched cable movies of the year: Holiday Touchdown: A Chiefs Love Story at #1, Three Wiser Men and a Boy at #2,
and Santa Tell Me at #3. The Way Home Season Three was #1 most-watched original program overall, repeats included, with
Women 25-54; #3 with Households; Women 18+ and 18-49. [Source: Nielsen Big Panel + Big Data, L+SD. 1/1/24-12/29/24. M-Su &
Sa-Su 6a-6a & 8p-11p. Nielsen L+3 Program based data, Nielsen Panel + Big Data; 3/17/25-3/23/25; All competitive ranks exclude
News/Sports; YTD Program ranks from 12/30/24-3/23/25, includes programs that aired 2+ Telecasts; Networks that share feeds are
weight averaged to daypart based on duration. L+3 Unduplicated P2+ audience, 6 min qualifier, Panel only. All ranks exclude news
and sports networks and programming.]
ABOUT HALLMARK MEDIA
Owned and operated by Hallmark Cards, Inc., Hallmark Media is entertainment’s leading destination for feel-good content. Hallmark
Channel features an ambitious slate of new, original movies, scripted series, and the popular annual holiday franchise, Countdown to
Christmas. Hallmark Mystery features a unique mix of movies and acquired series focused on the lighter side of the suspense and mystery
genres, as well as its own seasonal programming event, Miracles of Christmas. Hallmark Family showcases timeless storytelling for the
whole family centered around faith, love, and community. The company’s subscription streaming service and membership program,
Hallmark+ offers a distinctive blend of all new, exclusive original series and movies, next-day access to Hallmark Channel and Hallmark
Mystery premieres, plus monthly discounts and rewards for shopping at Hallmark Gold Crown retail stores. For more information, please
visit www.corporate.hallmarkmedia.com
