• by Joe Mandese  @mp_joemandese, December 11, 2013

Stephen Quinn, executive vice president and CMO of Walmart, has been named chairman of the Association of National Advertisers’ (ANA) Alliance for Family Entertainment (AFE), the 15-year-old coalition of national marketers that has been advocating and developing media content aimed at modern American families.

“Family brands need smart, sophisticated family content to succeed. Yet there continues to be an insufficient supply of programming to meet family advertising needs,” Quinn said in a statement released early this morning.

In the statement, the ANA cited “recent research” indicating “virtually all moms—98%—go out of their way to locate family programming and that only 20 percent of content is appropriate for their children to watch.”

Estimating that families account for “58% of all viewers,” the ANA said ad effectiveness “can rise more than 30% when seen in appropriate family programming.”

Since it began in 1998, the ANA said the AFE has helped develop more than 20 TV shows, including “Gilmore Girls,” “Chuck” and “Friday Night Lights,” promoted broadcast network family shows across group members’ proprietary social channels, and worked with television executives to discover and add more family programming into the development pipeline.

Earlier this year the AFE expanded its role into the digital media with a content partnership with YouTube.