Like radio stations who switch to Christmas music weeks before Thanksgiving, the two biggest purveyors of holiday TV movies got a early start on the season this year.Hallmark Channel and Lifetime both kicked off their annual slates of Christmas movies in late October — a first for Lifetime and the third straight year Hallmark has done so. Both channels are getting solid returns by going all-in on the holidays, both with originals and their burgeoning libraries of past movies.
Lifetime also says that the first month of "It's a Wonderful Lifetime" programming, featuring two or more original films each week, has helped increase the network’s primetime viewership by 40 percent over the same time frame a year ago. The network has also been running holiday movies from its library for virtually its entire broadcast day, with viewership growing by 36 percent vs. 2018. It's also up 13 percent in its core demographic of women 25-54 during the day.
Lifetime's 13 holiday movies from Oct. 25-Nov. 24 reached 52.6 million people. Hallmark's nine movies in the same time period reached 40.1 million, putting "Countdown to Christmas" on pace to surpass the 85 million who checked out the programming last year. Hallmark has long been the biggest producer of holiday films and will pump out two dozen original movies before the new year. That reputation has earned it big audiences: For nine of the 10 years between 2009 and 2018, December has been its highest-rated, most-watched month of the year. The lone exception was 2018, when November took those honors.
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