Nellie Andreeva

After five seasons in broadcast syndication and two on cable, Martha Stewart’s daytime show is ending its run, at least for now. Hallmark Channel, where The Martha Stewart Show has been airing since fall 2010, has opted not to renew the program for another season. The current season wraps in May, with the show expected to stay on in repeats throughout the summer. The news, first reported by the New York Post, comes on the heels of Hallmark touting a 18% season-to-season ratings increase for Martha in the women 25-54 demographic. But the program’s ratings were nevertheless underwhelming — an average of 225,000 total viewers and 41,000 women 25-54 for 2011 — especially for a show as expensive as Martha. Martha is part of a Martha Stewart Living Omnimedia daytime programming block on Hallmark that also includes Emeril’s Table, Mad Hungry and Martha Bakes. “The daytime block on Hallmark Channel demonstrated year over year ratings growth and earned The Martha Stewart Show two Daytime Emmy Awards in its first season on Hallmark,” Hallmark and MSLO said in a joint statement. “That show will continue to air through the end of summer 2012. MSLO and Hallmark Channel are in discussions about potential new show formats and concepts for daytime.”

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