Hallmark Media will offer advertisers outcomes-based campaign measurement at scale through a new partnership with iSpot, announced today, as the network prepares to launch its Countdown to Christmas programming on Oct. 16.

The deal uses iSpot's independent, third-party measurement to validate delivery and prove value across Hallmark's non-linear TV environments. It directly links cross-platform ad exposure to real-world actions, including website visits, box-office sales from movie-trailer exposure, and in-store purchases.

That means when commercials run around Lacey Chabert's upcoming movie, "Holiday Ever After: A Disney World Wish Come True," and viewers go online to book a Disney vacation, advertisers can connect the exposure to the transaction.

"Obviously, the world is changing around us, and we need to make sure that we're offering, here at Hallmark, best-in-class services to our advertising partners, so we're investing in measurement that reflects where our ad business is going," Casey Gould, senior vice president of ad sales and advanced advertising at Hallmark Media, told ADWEEK.

Stuart Schwartzapfel, evp of media partnerships at iSpot, said the partnership gives Hallmark clients a unified view of cross-platform measurement, deduplicated reach, and incrementality across households, person-level, and advanced audiences, with outcomes "all under one roof."

"True unification of Hallmark's linear, digital, and FAST properties, all measured through one lens, apples-to-apples approaches," Schwartzapfel said. "That's something that we really excel in."

The timing matters. Hallmark regularly dominates Q4 TV ratings, and its Countdown to Christmas slate begins Oct. 16. The Hallmark+ streaming service is also continuing its growth trajectory, according to Gould.

"The holidays are our time to shine for sure. And with the launch of Countdown to Christmas on the very near horizon, and with our Hallmark+ service continuing its growth trajectory, we're really excited, and we're looking forward to using these new measurement capabilities to drive our ad sales business," Gould said.

The partnership also lands shortly after the U.S. Joint Industry Committee recertified iSpot as a national currency for the 2026-2028 term. The JIC evaluates whether TV measurement providers meet buy- and sell-side requirements to be transactable. The Hallmark deal closed before the JIC announcement, but Schwartzapfel said the recertification gives clients additional confidence.

"Hallmark, knowing that iSpot works with the JIC and is a member of the JIC, I do believe was a source of comfort for them," Schwartzapfel said.

Hallmark has major partnership projects with the NFL and Disney on the way, and Gould said the company's iSpot-based offerings will expand. For advertisers weighing Q4 spend, the network is signaling that holiday inventory will now come with closed-loop proof of performance.

"We're in the first inning," Gould said. "We're excited to start to talk to our partners in the market about how we can leverage Hallmark IP through Countdown to Christmas with our new capabilities from a measurement standpoint to really drive value."