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ANA research shows impact of TV on Millennials' family life
28/08/2014
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Research commissioned by the Association of National Advertisers (ANA) Alliance for Family Entertainment (AFE) to develop insights into the American family's entertainment habits, practices and preferences found that Millennial parents are especially likely to say TV helps them be better parents and three-quarters state TV can be used as a learning tool for children.
The research shows that Millennial parents are more likely than general-population parents to say watching TV together is their favorite thing to do together as a family. In addition, 34% of Millennial parents say it's most important that shows they watch with family educate and 48% say a positive benefit of TV is their children can learn something new and educational.
Millennial dads and moms are still digital natives, however, and just under eight in ten are familiar with YouTube family channels.
“Millennials are being researched more than perhaps any other consumer group today, but there is little research that provides insights into Millennial parents, a group that already totals more than 10 million households and is growing explosively. This new research clearly shows how vital Millennial parents are to family brand advertisers and the powerful role television continues to play in the American family story,” said Walmart Executive Vice President, Chief Marketing Officer and ANA and AFE Chairman Stephen Quinn.
For more information, contact ANA.
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The research shows that Millennial parents are more likely than general-population parents to say watching TV together is their favorite thing to do together as a family. In addition, 34% of Millennial parents say it's most important that shows they watch with family educate and 48% say a positive benefit of TV is their children can learn something new and educational.
Millennial dads and moms are still digital natives, however, and just under eight in ten are familiar with YouTube family channels.
“Millennials are being researched more than perhaps any other consumer group today, but there is little research that provides insights into Millennial parents, a group that already totals more than 10 million households and is growing explosively. This new research clearly shows how vital Millennial parents are to family brand advertisers and the powerful role television continues to play in the American family story,” said Walmart Executive Vice President, Chief Marketing Officer and ANA and AFE Chairman Stephen Quinn.
For more information, contact ANA.
Sign up to monthly WFA news
