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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.