02.11.10
Walmart has launched its Family Moments campaign, a marketing, in-store and digital initiative designed to provide more entertainment options for the entire family. A focal point of the endeavor is a project with P&G in which the firms will create family-friendly TV programming.
The first production is "Secrets of The Mountain," a movie which will debut on NBC on April 16.
"We are pleased to be working with Walmart on their Family Moments initiative to positively impact the number of choices families have for television entertainment," said Marc Pritchard, global marketing and brand building officer for P&G. "As a company of family brands, we know that context matters, and we're proud to advertise our brands in this broadly appealing content."
A research project 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 Walmart 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, according to the companies. The study revealedthere is clear desire for more options when it comes to quality entertainment for the family. Only 23% of respondents reported being satisfied with the amount of family-oriented programming currently available, according to Walmart.
In another study conducted jointly between Walmart and P&G, 85% 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, according to P&G and Walmart.
For more than five decades,P&G Productions has produced nearly 50 movies of the week, 35 years of "People's Choice Awards," 20 soap operas and a number of beauty pageants and variety shows.
The first production is "Secrets of The Mountain," a movie which will debut on NBC on April 16.
"We are pleased to be working with Walmart on their Family Moments initiative to positively impact the number of choices families have for television entertainment," said Marc Pritchard, global marketing and brand building officer for P&G. "As a company of family brands, we know that context matters, and we're proud to advertise our brands in this broadly appealing content."
A research project 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 Walmart 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, according to the companies. The study revealedthere is clear desire for more options when it comes to quality entertainment for the family. Only 23% of respondents reported being satisfied with the amount of family-oriented programming currently available, according to Walmart.
In another study conducted jointly between Walmart and P&G, 85% 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, according to P&G and Walmart.
For more than five decades,P&G Productions has produced nearly 50 movies of the week, 35 years of "People's Choice Awards," 20 soap operas and a number of beauty pageants and variety shows.