Latest news with #Dan'lHewitt
Broadcast Pro
09-07-2025
- Entertainment
- Broadcast Pro
Moonbug releases report on what families truly expect from media and marketing
The report comes on the heels of the launch of Moonbug Partner Solutions, a new division that helps brands connect with families through strategic content, campaigns, and collaborations. A new report from Moonbug Entertainment has revealed a significant gap between how brands market to families and what modern parents truly need and want. Drawing on its deep connection with audiences through shows like CoComelon and Blippi, Moonbug's findings present a case for brands to rethink how they engage with today's emotionally complex and digitally aware families. The 2025 State of Parenthood Study, developed by Moonbug Insights, Moonbug's in-house audience intelligence unit, offers a comprehensive view of parenting today. The research combined responses from a nationally representative survey of 1,000 US parents with 15 in-depth interviews, revealing that many families feel unseen and misunderstood by most brands. Among the study's most revealing insights, 41% of parents said no brand has ever truly reflected their emotional experience of parenting. However, when brands embrace authenticity and portray parenting with honesty, the response is overwhelmingly positive: 42% of parents seek out more content, 40% become vocal advocates for the brand, and 41% actively explore its related products. The report also shows that families are not just looking for background entertainment. A striking 84% of parents want shows they can genuinely enjoy with their children. Additionally, 43% of parents expressed a desire to see more portrayals of imperfect parents, while the same percentage called for content that reflects the day-to-day challenges of raising children. Dan'l Hewitt, Global Head of Brand Partnerships at Moonbug, said: 'As the company behind CoComelon and Blippi, we have a unique window into the realities of modern parenting — the challenges, the priorities, and the incredible rewards. Families don't just turn to our shows for entertainment. They come for connection, calm, and support. This report is about helping brands understand those emotional needs and show up in more meaningful ways.' The study offers three core takeaways for brands and content creators: start by deeply understanding the parent audience, prioritise emotional authenticity over perfection, and offer help that is practical and judgment-free. Johanna Moscoso, Director of Audience Intelligence at Moonbug and the study's lead author, added: 'Modern parenting isn't picture-perfect—it's emotionally complex and deeply personal. This report was born from listening to what families are really telling us. When brands reflect that lived experience with honesty and care, they earn trust.' The release of the State of Parenthood Study follows the launch of Moonbug Partner Solutions, a new division aimed at helping brands forge deeper connections with families. Central to this initiative is Moonbug Insights, a research platform dedicated to understanding what families are thinking, feeling, and needing.
Yahoo
08-07-2025
- Entertainment
- Yahoo
Moonbug Study Reveals the Best Way Ads Can Interact With Parents
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. The full Moonbug study can be found here.
