Looking to push more family-friendly prime-time TV programming, a key group of advertisers that are members of the Association of National Advertisers is starting up a print advertising campaign this month to coincide with the TV network upfront presentations.
The group, Alliance for Family Entertainment, backed by 23 major advertisers, will run a print ad “open letter” that states: “high quality, relevant family TV shows are proven winners with viewers, advertisers and the networks.”
If networks commit to those shows, AFE members will support those series with advertising dollars.
The AFE group has been around in one form or another since 1998 -– initially as the Family Friendly Programming Forum. It has grown to the point where its 23 members' media spending contribute 30% of all TV advertising dollars.
The print ad will run in The New York Times, Los Angeles Times, Advertising Age and Variety.
Through the years, the AFE has tried different financing and script support to foster family programming. It has had a hand in starting up more than 20 prime-time TV shows such as “Gilmore Girls,” “Everybody Hates Chris” and “Friday Night Lights.”
“There’s no better time than the upfront, when all eyes are on what’s in the pipeline, to remind broadcast network chiefs and show creators the power of modern family programming,” explains Bob Liodice, president and chief executive officer of the ANA, in a release.