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ABC’s America’s Funniest Home Videos is the broadcast TV series that attracts the largest number of parents and children under age 13 watching together, according to E-Poll Market Research. “Women control the primetime viewing choices, and some of these shows aren’t as appropriate,” says E-Poll’s Mary Ann Farrell. “Moms really have a hard time with curse words.” There are several key essentials to attract co-viewing audiences:
Make it funny. “Families want something they can laugh at together,” says Farrell, noting that Wipeout, America’s Funniest Home Videos, and The Middle provide all-ages humor.
Make it competitive. Families skew to competitive reality programming that shows a family dynamic. “[These shows] make it clear that they are appropriate to watch with kids,” says Farrell. There are several characters they can identify with, and there’s no sexual content or violence. “Look at Shark Tank. It’s educational, appeals to everyone, and is entertaining.”
Everyone loves (only) football. In the fall, college football and NFL programming pull in large numbers of family viewers. During the off-season, these programs tend to be replaced by reality shows, not other sports.
Cartoons aren’t always kid-friendly. Traditional cartoons, such as The Simpsons and Family Guy, don’t attract as many co-viewing families as shows such as NBC’s Revolution and ABC’s Modern Family. The reason is that the edgy content turns off moms. “[Shows] need to make it clear it’s appropriate for kids,” Farrell says.
Teens Go Solo. This co-viewing phenomena tends to end once children become teens, says Farrell. However, there are some girl-skewing shows, like Gossip Girl, that continue to attract co-viewers largely based on a family tradition of watching together.
Source: E-Poll, Mary Ann Farrell, SVP Research, 16133 Ventura Blvd., #905, Encino, CA 91436; 818-995-4960, x22; mfarrell@epoll.com; www.epollresearch.com.
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