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

an asian mom and her daughter sitting on a couch dressed in red and hugging
Freeform star Sherry Cola appeared in a Kohl's ad with her real-life mom, Zeng Ping Pan. Kohl's

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.”

This story first appeared in the Nov. 16, 2020, issue of Adweek magazine. Click here to subscribe.
@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.