In a recent study conducted by Future Today, a provider of free ad-supported TV (FAST) channels, it was revealed that over 90% of parents believe that brands that advertise alongside children’s and family content are more trustworthy than brands that advertise in other environments. This finding sheds light on the growing trend of families watching streaming TV together, a trend that has been further strengthened by the pandemic and continues to persist today.
According to the study, 62% of families report watching TV together every day, with 60% stating that Connected TV (CTV) is their primary source of content, as opposed to cable. This shift towards streaming TV as a family activity has created a unique opportunity for brands to engage with both parents and children in a meaningful way.
One of the key findings from the study was that on Future Today’s HappyKids channel, 96% of parents reported engaging with their children about the ads shown on the channel. Additionally, over 90% of children discussed the ads after they had appeared, indicating a high level of engagement and interest in the content being advertised.
While these results may be particularly relevant for brands looking to target families and children, it may not be applicable to every brand. Products aimed exclusively at adults, such as cars or healthcare products, may not find a natural fit on a children’s channel. However, for brands that do fit within this environment, the study’s findings offer valuable insights into the effectiveness of advertising alongside children’s and family content.
The study also highlighted the specific verticals that tend to advertise on channels like HappyKids. These include retail, with parents evenly divided between those who prefer to shop online and those who prefer in-person shopping. Food and restaurants also play a significant role, with over a third of respondents eating out 1-2 times per week and 26% eating out 2-4 times per week. Additionally, travel, particularly theme parks, was a popular choice among families, with over 60% having theme park travel plans on their calendars.
Overall, the study surveyed over 300 U.S. families, providing valuable insights into the preferences and behaviors of families when it comes to watching TV together and engaging with advertising content. As the trend of families watching streaming TV together continues to grow, brands have a unique opportunity to connect with their target audience in a meaningful and impactful way.