A Nielsen study commissioned by UP TV and released today by UP in cooperation with Mediavest confirms that the unique relationship viewers have with family-friendly media outlets can benefit advertisers. Family viewers have greater trust and stronger purchase intent for brands advertised in family-friendly programming environments.The study quantified the number of viewers seeking family-friendly programming as approximately 42 million. "Family Viewers" are much more likely to seek wholesome programming for watching in a group or family setting. They watch shows that are in sync with their values and they want to be informed, inspired and uplifted by the shows they watch.
"This in-depth study confirms the value of family-friendly audiences as previously identified in studies done by the Association of National Advertisers and others," said Ron Plante, senior vice president, research, UP. "At the same time, it goes beyond validating what we already believed and sheds new light on an issue that, at its core, addresses how brands can maximize their TV budgets."
David Shiffman, executive vice president, research director at MediaVest, said, "From a human understanding perspective, the study identifies and quantifies the significant consumer appetite and need for family-friendly content, which demands the continued support of the entire ecosystem, including content producers, distributors, agencies and marketers. Equally important, the findings demonstrate the business and brand value of family-friendly programming. This play is not just goodwill. It shows practices that are good business, offering a powerful way for brands to deliver the kind of meaningful experiences consumers are seeking."
Two additional "TV DNA viewer segments" identified by the study were "Reality Escapists," who prefer watching television on their own and perceive bad or flighty behavior on TV as entertaining as long as it is lighthearted; and "Blurred Lines," viewers who desire programs that push the limits. The shows “Blurred Line” viewers watch are often characterized by explicit language and graphic content. “Blurred Lines” viewers are the exact opposite of “Family Viewers” in that they do not look for programming that validates their own life views.
The study found an extremely high correlation of 90% between networks that are considered family-friendly and trust.
The high degree of trust placed in family-friendly networks is likely to play a key role in advertising perceptions and receptivity. Compared to ads in a non-family-friendly environment, ads on family-friendly networks were perceived as more trustworthy (+53%), credible (+39%) and relevant (+53%).
Viewers also claim that they are more likely to act on ads seen in a family-friendly environment. Intentions to shop at stores advertised (+25%) and buy advertised products and service (+44%) were significantly higher among viewers to family-friendly networks.
Overall, ads seen on family-friendly networks had a 30% advantage in positive perceptions and intent than ads seen on non-family-friendly networks. Among all networks measured, UP TV had the highest Ad Transference index (183), more than double (+110%) that of the non-family-friendly networks. Coming in second in Ad Transference was OWN with a 132 index, 52% stronger than that of the non-family-friendly networks.
The study was conducted in two phases. In Phase One, 5,000 respondents aged 18-54 who reported living in CablePlus homes (homes that have cable and/or satellite service) were recruited for an online quantitative survey from Feb. 1 to Feb. 12, 2014. That data was then fused with Nielsen’s National People Meter panel to gauge the size of family-friendly audiences identified from the survey and monitor their television viewing behaviors. Phase Two consisted of 1,000 respondents aged 18-54 from Cable Plus homes who completed an online survey from Feb. 15 to Feb 26, 2014 about their attitudes towards various television networks and forms of content and advertising.
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