Study Finds Family Content Helps Ad Success

Study Finds Family Content Helps Ad Success

The Association of National Advertisers (ANA) reports that when products or brands are advertised in family-friendly programming, consumers are more likely to purchase the brand.

In its study, the ANA found, “Ad effectiveness soars by 30 percent in family-friendly content, particularly for family products. Purchase intent and brand equity also increase. Conversely, the study found that family brands advertising in adult content suffer decreases in the same areas.”

Adult content, according to consumers, would include gratuitous sex, violence, and drug abuse. The study was done online with 2,400 consumers. It included six TV ads from companies in different industries “whose collective advertising spending exceeds $10 billion.”

The key findings include:

1) Ad effectiveness scores on each ad-even low-scoring commercials-jumped an average of 30% when they were seen on a family-oriented  show.

2) 10.7% of the audience was more likely to purchase the brand when the ad was placed in a family-oriented show versus a program with adult-themed content.

The ANA study confirms what previous studies have found regarding family-friendly programming and advertising effectiveness.

The ANA includes such major companies as Walmart, Procter & Gamble, Coca-Cola, Kraft Foods, Kellogg, Ford, General Motors, American Express, Motorola, Intel, Allstate, McDonald’s, GE, IBM, Verizon, AT&T, Visa, Subway, Dell Computers, General Mills, Johnson & Johnson, and Liberty Mutual.

– Source:  Association of National Advertisers.

Why to Avoid Taking Young Children to Theaters

I was recently assigned the task of entertaining two three-year-old granddaughters. I saw the preview for DR. SEUSS’ THE LORAX and even though Movieguide found it to be heavily anti-Capitalist I figured it wouldn’t be too frightening for the girls. My wife and I took them to the movie.

What I was not prepared for was the previews.

The first preview that came on was for PARANORMAN. Most of Norman’s friends are dead. He sees and talks to ghosts. The walls of his room are covered with pictures of skulls and such. He is apparently called to save his town from a witch. The imagery in the preview is the exact opposite of a friendly furry Lorax. Skeleton hands were coming up from the ground groping at things. I tried to cover their eyes. That doesn’t work very well.

And, as if one animated horror preview was not enough on came FRANKENWEENIE, the story of a dead pet dog given the Frankenstein treatment. Not near as frightening as PARANORMAN it none-the-less had graveyards, lightening, and a heavily scarred pet dog.

Have the creators of animated features run out of friendly characters. TOY STORY 3 did incredibly well world-wide with its main characters being Woody and Buz. Yes, it had scary moments, but it would certainly not be classified a horror show.

Sony’s 2006 animated horror show MONSTER HOUSE and the 2009 movie CORALINE each made in $75 million. TIM BURTON’S CORPSE BRIDE made $53 million.

SHREK 2 and TOY STORY 3 made over $400 million. FINDING NEMO and SHREK THE THIRD made over $300 million.

Frankly, previews for animated horror shows make me want to hold off on taking my granddaughters to see even the less frightening fare at my local theaters. You have more control ordering the DVD from Netflix a few months later. If there’s a nasty preview attached you have the option to skip it.


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