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M*A*S*H Starts Strong On Hallmark

Hallmark Channel got off to a solid start with its series acquisition of
M*A*S*H as a Labor Day stunt averaged a 0.9 rating.

Running from 9 a.m.-11:30 p.m., the M*A*S*H marathon outperformed the
network’s time-period average in the third quarter to date by 80%, according to
Nielsen Media Research data.

The stunt also registered an 84% increase in impressions among women 25-54
and a 127% jump among adults 25-54. In primetime, the marathon averaged a 1.1
household mark.

Gauged against Hallmark’s Labor Day 2002 programming -- a marathon of
original series and miniseries -- the M*A*S*H mosh surpassed the
prior-year offerings by 75% in ratings, 255% among women 25-54 and 245% among
adults 25-54.

Finally, Hallmark’s M*A*S*H mix topped the show’s finale on FX the day
before. According to Hallmark officials, the network’s Labor Day presentation
outperformed the 0.7 average for FX Aug. 31 from 7 a.m.-6 p.m. by 29%.

Hallmark, which has acquired the rights to the venerable series for five
years, is currently airing M*A*S*H weekdays from 3 p.m.-5 p.m. and 10