Millennial Parents: Everything Old is New Again

Millennial parents, like everyone in their generation, are enthusiastic consumers of social media and adept multitaskers. However, when it comes to education and entertainment, there’s an even more-important friend for these families: television.

That’s the surprising big picture emerging from proprietary research commissioned by the ANA (Association of National Advertisers) Alliance for Family Entertainment (AFE) and presented to the consortium of the nation’s leading family advertisers this week. Among the key findings: Millennials are especially likely to say TV helps them be better parents and three-quarters of Millennial parents state TV can be used as a learning tool for children.

Millennial dads and moms are still digital natives, however, and just under 8 in 10 are familiar with YouTube family channels versus only 62 percent of all parents. More than 6 out of 10 Millennial parents familiar with YouTube’s family content (63 percent) have watched those 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,” said Walmart Executive Vice President, Chief Marketing Officer and ANA and AFE Chairman Stephen Quinn. “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.”

Other key Millennial parents findings:

The AFE (ANA Alliance for Family Entertainment) is a coalition of national advertisers with family brands, supported by the ANA, which represents almost 40 percent of all U.S. television advertising dollars. With members including American Licorice Company, The Coca-Cola Company, Colgate-Palmolive, Crayola, Kellogg Co., J. M. Smucker’s, IBM, PepsiCo, Post Foods, Procter & Gamble Co., SC Johnson, Sensio, Six Flags, State Farm Insurance, Subway, Unilever, Verizon Wireless, Wendy’s and Walmart, the group’s mission is to find, nurture and support high-quality content the entire family can enjoy on multiple distribution platforms. Since its inception in 1998, the AFE has utilized its collective member strength to bring to air more than 20 prime-time broadcast network television hits, keep innovative family content in the development pipeline, team with YouTube for the industry’s first family content partnership, and create the “Search for America’s Newest Scriptwriter” contest, the nation’s only competition for non-union storytellers.