NEW STUDY REVEALS THAT ADVERTISING FOR FAMILY-FRIENDLY NATIONAL BRANDS HAS GREATER IMPACT WHEN AIRING WITHIN A FAMILY-FRIENDLY NETWORK PROGRAMMING ENVIRONMENT
Millward Brown Study Commissioned by Hallmark Channel Expands on ANA Findings to Include Overall Network Impact
Advertising for family-friendly national brands can increase effectiveness when presented within overall family-friendly programming environments, according to results of a new Millward Brown study commissioned by Hallmark Channel. The Millward Brown study adds weight to and expands on a 2009 study by the Association of National Advertisers (ANA) Alliance for Family Entertainment. The ANA Alliance collectively represents approximately 30% of all U.S. advertising dollars and first identified that specific family-friendly programs can increase effectiveness of advertisements by greater than 30%.
The new Millward Brown study goes beyond the ANA study, which identified the impact on advertising that appears within specific family friendly programs, and identifies full-fledged, family-friendly cable channels and the impact of that overall environment on family-friendly national brands that appear on those networks.
"What's most interesting is that both studies confirm that running an ad in an environment that matches its tone and provides appropriate context can boost effectiveness of that advertising whether a commercial runs within a family-friendly program or in a daypart rotation on a family-friendly channel," said Jess Aguirre, Senior Vice President, Research, Hallmark Channels.
A recent E-Score(R) Brand analysis found that while there are hundreds of brands that rate above average as "family friendly," only a handful of networks are considered "trustworthy" for viewing in mixed company - and even fewer when it comes to ad-supported entertainment networks.
"This presents a major hurdle for hundreds of national advertisers who would like their key brand attributes re-enforced," added Aguirre.
In addition to reinforcing the correlation between family-friendly ad effectiveness and family-friendly programming environments, the Millward Brown study also revealed:
- Six in ten viewers agree that television can be an uncomfortable activity when watching in mixed company because of content concerns. Study respondents - most notably parents -- said they want programming that is "entertaining, high quality and family-friendly."
- Respondents identified Hallmark Channel as one of only two ad-supported scripted entertainment channels that are "good for family viewing." Hallmark Channel's high family-friendly viewing score was attributed by respondents to "trustworthiness" and "family appropriateness." Confirming the findings of a recent E-Score Brand study which ranked Hallmark Channel as America's Most Trusted Family Friendly Cable Network.
The Millward Brown study was conducted from Dec. 28, 2009 to Jan. 4, 2010 among adults 18+.
About Millward Brown:
Millward Brown (www.millwardbrown.com) is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions � both qualitative and quantitative � Millward Brown helps clients build strong brands and services. Millward Brown has more than 78 offices in 51 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments) and Dynamic Logic (the world leader in digital marketing effectiveness). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.
About Hallmark Channel:
Hallmark Channel, owned and operated by Crown Media Holdings, Inc., is a 24-hour basic cable network that provides a diverse slate of high-quality entertainment programming available in high definition (HD) and standard definition (SD) to a national audience of nearly 90 million subscribers. The top tier program service is distributed through more than 5,450 cable systems and communities as well as direct-to-home satellite services across the country. Hallmark Channel consistently ranks among the highest-rated cable networks and is the nation's leading network in providing quality family programming. Hallmark Channel's sibling network is Hallmark Movie Channel, also available in HD and SD, which focuses on the greatest family movies of all time.