Family Ties: Dads and Moms Go Online for Parenting Help

New York, NY — Parents turn to the Internet for help and advice in raising their kids, but moms and dads have distinctly different online habits. Yahoo’s Head of Sales Insights, Tony Marlow and Yahoo Parenting Editorial Director, Lindsay Powers shared insights in an exclusive webinar held recently for the Association of National Advertisers (ANA) Alliance for Family Entertainment (AFE).

The presentation was hosted by AFE Chair and Walmart Executive Vice President and Chief Marketing Officer Stephen Quinn for coalition members, who collectively control one-third of all dollars spent on U.S. television and are working to develop more family content on digital platforms. 

Yahoo’s findings suggest that fathers are more involved than ever before, but their online habits diverge from mothers. Dads over-index for online video consumption, Yahoo research showed, while moms turn to groups and forums.

Yahoo research also found that branded content resonates with parents, 93 percent of whom say they like quality content created by brands. “Parents are hungry for news that targets babies and toddlers,” said Yahoo Parenting Editorial Director Lindsay Powers. “From caring for a newborn to raising a teenager, Yahoo Parenting addresses the questions that keep parents up at night.”

“Families are looking for great online content, not just quality programming they can watch with their kids but also tips and information on how to parent better,” Quinn concluded. “The Yahoo presentation, like our entire webinar series, is designed to provide AFE members with actionable, proprietary knowledge to effectively navigate the digital ecosystem for their family brands.”


About the ANA and AFE
Association of National Advertisers (ANA)
The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, the ANA’s membership includes more than 670 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA also includes the Business Marketing Association (BMA) and the Brand Activation Association (BAA) which operate as divisions of the ANA. The ANA advances the interests of marketers and promotes and protects the well-being of the marketing community. For more information, visit, follow us on Twitter, or join us on Facebook.

ANA Alliance for Family Entertainment (AFE)
Supported by the ANA, the ANA AFE is a coalition of national advertisers with more than 400 family brands, whose members represent $15+ billion of U.S. television ad spend. With members including American Licorice, Clorox, Coca-Cola, Colgate-Palmolive, Crayola, FedEx, Kellogg, Kimberly-Clark, J.M. Smucker, IBM, PepsiCo, Post Foods, Procter & Gamble, Rich-Seapak Corp., SC Johnson, Sensio, Six Flags, State Farm Insurance, Subway, TiVo, T-Mobile, Unilever, Verizon Wireless, Wendy’s, and Walmart, the group’s mission is to find, nurture, and support high-quality content the entire family can enjoy on multiple distribution platforms. Since its inception in 1998, the AFE has utilized its collective member strength to help bring to air more than 20 prime-time broadcast network television hits, kept innovative family content in the development pipeline, teamed with YouTube for the industry’s first family content partnership, and created the Search for America’s Newest Scriptwriter contest, the nation’s leading competition for storytellers of tomorrow. For more information visit




Association of National Advertisers
Patty Kerr, 310-344-4487