Ads On Family-Friendly Networks Gain Greater Viewer Trust

by Wayne Friedman , June 2, 2014

Big family-friendly networks have something to cheer about when it comes to pursuing those family-friendly advertisers: viewers' trust.

Nielsen research commissioned by the UP network, with media agency Mediavest, says TV commercials on family-friendly networks were perceived as more trustworthy than in non-family-friendly channels -- earning a 121 index versus a 79 non-family-friendly index.

Two other metrics -- “credibility” and “relevancy” -- also scored well. TV commercials on family-friendly networks had a 122 credible index versus an 88 number on non-family friendly networks.

The relevant index on family-friendly networks was at 133 versus an 87 index on non-family-friendly networks.

TV commercials on family-friendly networks had an overall higher positive score on family-friendly networks versus non-family-friendly networks -- a 113 index against a 87 index.

The study included a list of 27 ad-supported, entertainment cable nets where respondents were asked questions to determine what networks were to be considered.

In phase one, 5,000 respondents ages 18-54 who reported living in homes that have cable and/or satellite service were recruited for an online survey from Feb. 1, 2013 to Feb. 12, 2014.

Data was fused with Nielsen’s National People Meter panel to determine the size of family-friendly audiences, as well as their television viewing behaviors.

Phase two consisted of 1,000 respondents ages 18-54 living in homes that have cable and/or satellite service who completed an online survey from Feb. 15 to Feb 26.

advertising, cable tv, consumer generated, media, trends, tv

2 comments about "Ads On Family-Friendly Networks Gain Greater Viewer Trust".

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dorothy higgins from Mediabrands WW, June 3, 2014 at 2:24 p.m.
This would be interesting if the same advertisers were perceived differently on the different networks. Otherwise, it doesn't tell us much about how programming contributes to ad perceptions. More methodology is needed to determine how truly useful this i s.
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Ed Papazian from Media Dynamics Inc, June 4, 2014 at 5:28 a.m.

One would think that the logical follow up to this kind of research would be some evidence that advertisers really benefit by the halo of trust provided by such channels. Do their commercials garner significantly better recall, message acceptance and sales results on family friendly channels? Otherwise, what's the point? Nielsen ( IAG ) measures ad recall and other impact metrics. It would be interesting to see the results for family friendly channel commercials versus the same spots aired on other types of channels.