ANA: The TV is the main source of entertainment for the families of millennials

According to a recent research prepared by ANA (Association of National Advertisers) for the Alliance for Family Entertainment (AFE) for parents of millennials there is no most important friend the TV when it comes to education and entertainment.The findings on millennials’ parents households were the result of two research projects carried out in May, 2014 by Penn Schoen Berland on behalf of AFE, who looked for knowing more about the habits and entertainment practices of American families.Studies showed that the millennials’ parents are 4% more likely than the general population parents to watch TV with their families. In addition, 34% of them said that the most important thing is that the programs they see are educational, compared to 27% of parents in the general population. In this regard, 47% of millennials’ parents said it is a positive benefit of the TV that children can learn something new and educational with it.”Millennials are perhaps the most researched consumer segment, but there is little analysis of their parents, a group totaling more than 10 million of households,” Stephen Quinn, ANA and AFE’s President, said. “This new research clearly shows how vital are the millennial parents for family brands’ advertisers, and the powerful role that television continues playing in American families,” he added.