Cable’s Holiday Marathon Programming Is Hotter Than Ever Due to the Pandemic

Marketers gravitate to AMC, Freeform, Lifetime and Hallmark Channel’s family-friendly Christmas content

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As the industry was still unsure when sports would return and TV production would resume, Ed Georger, evp, advertising sales and digital media for Crown Media Family Networks, Hallmark Channel’s parent company, had a calming message for clients. “The one thing you can count on: They will not cancel Christmas.”

And while almost nothing about the Christmas season seems normal this year, several cable networks are airing their traditional multi-month marathons of holiday movies and shows.



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This story first appeared in the Nov. 16, 2020, issue of Adweek magazine. Click here to subscribe.