Wal-Mart and P&G Provide Family-Friendly TV
Wal-Mart announces the official launch of its Family Moments campaign, a marketing, in-store and digital initiative designed to provide more entertainment options for the entire family. This is in direct response to research which reveals that parents across America are seeking more family-oriented entertainment for the whole family to enjoy together. A focal point of Family Moments is a project with Procter & Gamble to produce family-friendly TV programming, beginning with "Secrets of The Mountain," a TV movie which will debut on NBC on April 16, 2010.
"At Wal-Mart, we are committed to delivering more quality family entertainment options to parents across the country. It's something we know our shoppers want, it's important to the growth of our business, and it's one more way we are delivering on our brand promise to help families save money and live better," says Stephen Quinn, chief marketing officer for Wal-Mart.
A critical research effort that supports Family Moments was conducted by the Association of National Advertisers (ANA) Alliance for Family Entertainment in spring of 2009. P&G is co-founder, and Wal-Mart is co-chair with P&G, of the Alliance for Family Entertainment. The research was designed to better understand what consumers are seeking in family-friendly TV as well as the impact of programming on the efficacy of advertising. The most important finding was the clear desire for more options when it comes to quality entertainment for the family. In fact, only 23 percent of respondents reported being satisfied with the amount of family-oriented programming currently available. And in another study conducted jointly between Wal-Mart and P&G, 85 percent of respondents said they would go out of their way to "find and watch quality family-friendly programming." From an advertising perspective, both studies reinforced the importance of family-friendly ads appearing in the context of family-friendly TV content and the degree to which consumer perceptions of a company are shaped by the TV shows, events or activities that it sponsors.
"At Wal-Mart, we are committed to delivering more quality family entertainment options to parents across the country. It's something we know our shoppers want, it's important to the growth of our business, and it's one more way we are delivering on our brand promise to help families save money and live better," says Stephen Quinn, chief marketing officer for Wal-Mart.
A critical research effort that supports Family Moments was conducted by the Association of National Advertisers (ANA) Alliance for Family Entertainment in spring of 2009. P&G is co-founder, and Wal-Mart is co-chair with P&G, of the Alliance for Family Entertainment. The research was designed to better understand what consumers are seeking in family-friendly TV as well as the impact of programming on the efficacy of advertising. The most important finding was the clear desire for more options when it comes to quality entertainment for the family. In fact, only 23 percent of respondents reported being satisfied with the amount of family-oriented programming currently available. And in another study conducted jointly between Wal-Mart and P&G, 85 percent of respondents said they would go out of their way to "find and watch quality family-friendly programming." From an advertising perspective, both studies reinforced the importance of family-friendly ads appearing in the context of family-friendly TV content and the degree to which consumer perceptions of a company are shaped by the TV shows, events or activities that it sponsors.