How Brands Can Pick Media Partners That Earn Parents' Thumbs-Up

Today’s parents are increasingly concerned about the barrage of advertisements their children are exposed to on a daily basis. As a marketer, you might find yourself in a bit of a pickle. How do you effectively reach your target audience while respecting parents' concerns? Let's dive into this challenge and explore how you can choose media platforms that capture attention and earn that coveted parental seal of approval.

Parental Pushback: The Growing Challenge for Marketers

A staggering 71% of parents express concern about the amount of advertising directed at their children. This statistic isn't just a number; it's a wake-up call for marketers. As brands compete for eyeballs in an increasingly crowded marketplace, they risk losing something far more valuable than mere visibility – parental respect and trust. By contributing to the overwhelming flood of advertisements targeting children, many companies are putting their brand reputation at risk by contributing to a problem that alienates parents.?

The Marketer’s Dilemma: Walking the Tightrope

So where does this leave marketers? On the one hand, you have products and services tailored for children and families that you need to promote. On the other hand, you're faced with a growing chorus of parents who are concerned about excessive advertising.?

Forward-thinking marketers - the ones truly paying attention to the way their customers think - are shifting their strategies in response. They are allocating more of their campaign budgets to platforms that take a responsible approach to marketing around children's content. This shift also allows brands an opportunity to create purposeful messaging that? better connects with families – and improves and positions them for long-term brand loyalty.

How To Choose Family-Friendly Media Partners

Now that we've set the stage, let's explore what makes a media platform truly family-friendly. When you're on the hunt for the perfect platform to showcase your brand, choose platforms that:

1. Minimize Interruptions:?Programs with limited interruptions allow children to fully immerse themselves in the educational content they are viewing. As a marketer, choosing platforms that don’t constantly disrupt content also means that you understand and value the viewing experience that parents are wanting to provide their children.
2. Limit Messaging Overload: Parents appreciate platforms that don't bombard their children with an endless parade of commercials. By choosing environments that limit the number of ads served, you increase the chances of your message standing out and brand being remembered.
3. Restrict Number of Brands: By choosing media partners that cap the number of unique advertisers, you show respect for parents’ desire to minimize commercial influence on their children. Platforms that implement such restrictions often create a more focused, less overwhelming advertising environment that aligns with parents' preferences for a controlled media experience for their children. Plus, it’ll increase the likelihood your brand is recalled by viewers.?

Case Study: PBS KIDS – Where Less is More

PBS KIDS employs a unique sponsorship model that balances engaging content with responsible limits on brand messaging that align with best practices for earning parents’ approval. PBS KIDS only allows a maximum of three 15-second sponsor spots at the beginning and end of each broadcast program, and two :15 sponsor spots at the start of each streaming program, with no interruptions during the actual program.?

This approach resonates with parents. An impressive 80% of parents say they appreciate the limited number of sponsor message breaks on PBS KIDS. This appreciation directly benefits brands. 82% of parents say they trust the sponsors on PBS KIDS more than advertisers on commercial children's networks or streaming services due to their alignment with PBS KIDS.?

But the benefits don't stop there. Corporate sponsors on PBS KIDS are also given category exclusivity on each program they sponsor, meaning a competitor from their industry will not be able to run a spot on the same PBS KIDS program. This gives brands the chance to stand out and own their industry category. As a result, 69% of parents say “I am more likely to buy a product for my child if I hear about it from a sponsor on PBS KIDS.”

Reaping the Rewards of Responsible Marketing

Responsible marketing isn't just good ethics – it's good business. By investing in child and family-friendly media platforms that prioritize the well-being of young audiences, you're not just avoiding parental ire. You're actively building trust, fostering goodwill, and creating positive associations with your brand that can last a lifetime.

Ready to take the plunge into more responsible, effective marketing? Download our Trend Report to uncover key trends that are reshaping how parents perceive and engage with brands today.?

Source: Kantar | SGPTV, US Video Audience Insights 2023, A18+ w/ K<12