In a world where every member of the family can watch whatever show they want, whenever they want, in every room of the house, the days of the family all sitting down together and watching the same show are long gone.

And that means that it is increasingly difficult for advertisers to reach every member of the family at the same time.

Except, it seems, at Christmas.

Ad Age reported Monday that cable networks such as ABC Family and Hallmark have hit on holiday programming as a great way to haul in some end-of-year cash from advertisers looking for family-friendly fare.

According to Ad Age, Hallmark Channel devotes 60 percent of its annual marketing budget to its 1,300-hour annual “Countdown to Christmas” programming franchise. And with good reason: it brings in 30 percent of the network’s annual ad revenue. The network begins promoting the franchise in July.

And while a network like ABC Family may cater to millennial women year-round, they attract a wider range of advertisers at the holidays since more members of the family are likely to be watching.

Read More: Ad Age

Brief Take: Given the potentially lucrative returns for a network, marketers are tasked with coming up with increasingly creative and innovative ways to attract viewers to holiday programming.

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