A recent study by Moonbug Entertainment revealed how a two-parent household, featuring a father and a mother, interprets ad relevance.
The company, known for its CoComelon and Blippi YouTube channels, is owned by Candle Media, which also owns Hello Sunshine, founded by Reese Witherspoon.
Areas of interest within the study included ad interaction, the platforms on which they mostly encounter these ads, and how they engage with them.
The responses from the two types of parents could not be more varied, with mothers being more selective and values-driven, while fathers are more open to a broader range of ad categories.
However, one common trait is that parents need ads to show them being more than caregivers, with only 26% of them feeling that brands effectively convey that message.
One of the key findings from the Moonbug study revealed that a dual-path strategy is necessary when addressing this household dynamic. The strategy needs to engage fathers to increase reach, as they take the lead in product discovery across nearly every channel. The study found that 65% of fathers use YouTube daily to find products, compared to 44% of mothers. Fathers are also active on Instagram, blogs, TikTok, and at in-person demonstrations.
Meanwhile, a resonance and conversion strategy should be employed when targeting mothers, as they are the primary decision-makers in these matters. They are typically the ones who make the final decisions, being perceived as the gatekeepers within the household and having the ultimate say based on their values, emotions, and household fit.
“What we’re seeing is that dads are out there actively exploring—scrolling through YouTube, Instagram, even deep-diving into parenting blogs to find the latest products,” Moonbug head of brand partnerships Dan’l Hewitt told ADWEEK.
“Meanwhile, moms are playing the gatekeeper role, deciding what actually makes it into the home based on trust, emotional resonance, and real relevance to their family’s needs,” he continued. “Brands that understand and respect this balance have a real opportunity to build lasting connections with modern families.”
Other findings from the study include the themes used in ads that capture parents’ attention, with 43% of parents stating that family values messaging attracts them. Meanwhile, 42% identify with calm, peaceful visuals, especially appealing after high-stimulation kid content, while 39% connect with real parenting situations, such as bedtime chaos, power struggles, and emotional reconnection. Finally, practical parenting solutions will likely see a response from 37% of parents.
Understandably, parents would prefer that content they encounter or interact with can be watched with their children, as this opens up additional opportunities for shared experiences.
This type of content includes fare that builds shared rituals, such as jokes, references, and routines, generating post-viewing conversations and offline play, and the content should reflect family dynamics, not just kid-focused plotlines.
