This report leverages data from TNS Connected Life and advertising expertise from Millward Brown Digital to give actionable insights when considering marketing to dads and households with children. The report also provides recent marketing examples that aim to connect with fathers.

1. The Digital Life of Dads
Millward Brown Digital + TNS Connected Life

2. Introduction
2
This report leverages data from TNS Connected Life and advertising expertise from
Millward Brown Digital to give actionable insights when considering marketing to
dads and households with children.
Like the recent report about Moms, this report explores dads as a unique audience
in terms of their media touchpoints and their receptivity to engagement with brands
in the digital environment. The report also shares recent marketing examples that
aim to connect with fathers.
Marketers have undervalued the power of dads when it comes to household
purchasing overall, leaning on former notions that fathers don’t carry much
household influence. That said, big brands are coming to understand the evolving
power dads hold. Brands like Dove, Pantene and Huggies have leveraged marketing
to men amidst categories (personal care and child care, respectively) that have long
been mom focused in nature. Moreover, recent Super Bowl ads featured several key
marketers with dad-focused themes as part of their key messaging.
© 2016 Millward Brown Digital. Source: US Census Bureau, 2015

3. 3 © 2016 Millward Brown Digital
Report Outline
Digital Time Spent and Device Ownership
Dads’ Digital Engagement with Brands
Highlights of Recent Father-Focused Advertising

4. Digital Time Spent and Device Ownership
4 © 2016 Millward Brown Digital

5. A bit of background on dads…
5
31Median
Age
34
36
Dads with
children
under 6
Dads with
children
under 16
31
5%
35%
37%
20%
3%
Age Distribution,
Dads with Children under 16
16-24 25-34 35-44 45-54 55-65
Sample of dads = 350
Total Connected Life sample = 3,281
© 2016 Millward Brown Digital
Source: TNS Connected Life, 2015

6. 67.5%
61.7%
66.4%
24.8%
27.7%
26.5%
5.8%
8.4%
5.5%
1.9%
2.3%
1.6%
Dads with children under 6
Dads with Children 6 to 16
General Population
Digital TV Radio Print
Dads with younger children spend more time consuming digital media,
while dads with older children spend slightly less in lieu of more TV time
Dads of younger kids tend to mirror the overall population, with just slightly higher digital use. The share of traditional media use is slightly higher
among dads with older kids.
6 © 2016 Millward Brown Digital
Share of Daily Media Time
Digital is sum of Mobile, Tablet and Laptop/PC Activities Source: TNS Connected Life, 2015

7. Tablet use represents a higher share of consumption among dads,
particularly among those with younger children
7
42.0%
48.1%
49.5%
25.5%
18.5%
16.1%
32.4%
33.4%
34.5%
Dads with children under 6
Dads with children 6 to 16
General Population
PC Tablet Mobile
Share of Daily Device Time
Source: TNS Connected Life, 2015
© 2016 Millward Brown Digital

8. Dads are more likely to own emerging technologies
Both dads with younger children (under 6) and those with older children (6-16) are more likely to adopt new technologies, including smart TVs, fitness
bands and smart watches. In comparison, dads with younger kids tend to have a much higher degree of tablet ownership than their counterparts.
8
Dads with
children under 6
Dads with
children 6 to 16
General
Population
61% 61% 47%
71% 56% 50%
19% 21% 11%
48% 50% 43%
40% 39% 25%
16% 21% 6%
Gaming Console
Tablet
Fitness band
Online Streaming Service
Source: TNS Connected Life, 2015
© 2016 Millward Brown Digital
Smart TV
Smart Watch

9. Implications
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Dads are active media consumers, leveraging both digital and
traditional media platforms. Dads of both younger and older
children tend to be more likely to own gaming consoles, tablets
and consume content via online streaming services. Most notably,
fathers tend to be early adopters of key emerging platforms. For
example, they are 52% more likely to own a smart TV.
So what does this all mean for today’s marketers? Advertisers
should consider a combination of traditional and digital media to
deliver messages to this target. At the same time, however, they
should feel comfortable trying out new and innovative platforms
as unique ways to tap into today’s father. Furthermore, many of
the new technologies – from smart TVs to fitness bands – offer
great opportunities to pinpoint consumers thru data-rich
marketing capabilities.
© 2016 Millward Brown Digital

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Dads’ Digital Engagement with Brands
© 2016 Millward Brown Digital

11. Dads are far more likely to engage with brand assets (compared to the
general US population)
11
Over-index
On par
Read emails
from brands
Visit brand
websites
Use a branded
mobile app
Join a branded
community
Write about brands
on blogs, forums
or review sites
Read about brands
on blogs, forums
or review sites
Weekly….
Under-index
© 2016 Millward Brown Digital
Dads with children under 6
Dads with children 6-16
• Compared to US population
• ** Size of circle equals percent done weekly

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Dads are highly engaged with brands through social media platforms
Watch video about a
brand on YouTube
See posts from a
brand on Instagram
Read Tweets
from brand
Tweet to, or retweet,
a brand
Read brand posts
on Facebook
Comment or share
brand posts on
Facebook
© 2016 Millward Brown Digital
Over-index
On par
Under-index
Dads with children under 6
Dads with children 6-16
• Compared to US population
• ** Size of circle equals percent done weekly
Weekly….

13. Personal
Hygiene Travel Automotive Household
Care
Babycare &
Parenting
Technology Food & Drink
Financial
Services
Dads are highly receptive to digital brand engagement
While in general dads are most receptive to brands across endemic categories such as automotive and technology, fathers of young children also
tend to show stronger-than-average brand receptivity in areas such as baby care and food & drink.
38%
52%
54%
35%
44%
40%
35%
29%
29%
29%
45%
37%
24%
26%
30%
12%
33%
15%
51%
61%
48%
23%
28%
39%
Source: TNS Connected Life, 2015
Dads with children under 6 Dads with children 6-16 General Population
$$
© 2016 Millward Brown Digital13

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Implications
Dads show a strong propensity to leverage brand-owned
touchpoints across the digital landscape. Whether it is a branded
mobile app or a brand tweet, fathers are much more likely to
engage in such activities when compared to the general
population.
Given this preference – and given that fatherhood is often an
important point of entry for brand relationships – marketers
should pay particular attention to their owned brand assets in the
context of paid media and marketing efforts.
Furthermore, stereotypical foundations that stress fathers are less
influential across household product categories should be
carefully evaluated. Fathers show a higher-than-average degree
of engagement across categories such as food & drink and
parenting/babycare, in addition to traditionally male-focused
categories such as technology and automotive.
© 2016 Millward Brown Digital

15. 15
Highlights of Recent Father-focused Advertising
© 2016 Millward Brown Digital

16. Pantene – #DadDo Series (2016 series)
Why it Works
Creates positive / feel good brand association as it
fosters a feeling of bonding between daughters
and their fathers.
Background
Pantene partnered with real-life NFL Dads to
showcase famous athletes spending time with their
daughters across a series of “how to” hair videos.
© 2016 Millward Brown Digital16
Click the image to view the ad on YouTube

17. Chrysler Pacifica - Good for Your Dad Brand (2016 series)
© 2016 Millward Brown Digital
Background
Cited as one of the first times a minivan brand truly
marketed to fathers (vs. moms), Chrysler uses the
humor of comedian Jim Gaffigan to help the
humorous “Dad” highlight many of the vehicle’s
new features.
Why it Works
A series of humorous television ads that
successfully blend the brand’s need to message
unique and new car features with fun and
relatable “Good for your Dad Brand”
associations.
17
Click the image to view the ad on YouTube

18. Dove Men+Care – First Fatherhood Moments (2015)
© 2016 Millward Brown Digital
Background
Dove Men+Care uses the first moment a man
realizes he will be a father to present a touching
Father’s Day tribute as part of Dove’s ongoing
“Care makes a man stronger” series.
Why it Works
Allows brand to associate with positive and
relatable fatherhood moments and the creative
stays well inline with Dove’s overall message
about strength and caring. Ad also offered dads
the ability to share advice to new dads.
18
Click the image to view the ad on YouTube

19. Dads represent an audience that marketers can tap across a blend
of traditional and digital touchpoints, given their broad media
consumption. They are also an excellent target across emerging
technologies as they tend to adopt more quickly than the general
population. Marketers should consider a full range of media
platform options when focused on reaching dads.
Perhaps most importantly, brands should consider that fathers
(regardless of the child’s age) tend to be receptive to digital brand
engagements – they are far more likely to leverage digital areas
such as branded mobile apps and branded social media
engagements in their digital usage.
Implications
19 © 2016 Millward Brown Digital

20. 20
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How effective is your current
targeting to dads?
Which channels and
creative are most effective
in influencing dads?
Considerations when
marketing to dads:
Where is your target
audience of dads spending
time and most receptive to
engaging with your brand?
© 2016 Millward Brown Digital

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About Connected Life
Connected Life is a leading global study of the digital attitudes and behaviors of 60,500
internet users across 50 countries, exploring how technology is transforming the lives of
consumers across the world. It offers essential insight into the impact of the growing
digital ecosystem on the media landscape.
Connected Life also uncovers new and exciting opportunities for marketers to connect
with their consumers in this increasingly complex environment; it is a powerful tool that
helps brands make better digital decisions.
The fieldwork was undertaken in all markets between May and August 2015.
For further information, visit www.tnsglobal.com/get-connected/connected-life
About TNS
TNS advises clients on specific growth strategies around new market entry, innovation,
brand switching and customer strategies, based on long-established expertise and
market-leading solutions. With a presence in over 80 countries, TNS has more
conversations with the world’s consumers than anyone else and understands individual
human behaviors and attitudes across every cultural, economic and political region of
the world.
TNS is part of Kantar, the data investment management division of WPP and one of the
world's largest insight, information and consultancy groups. Please
visit www.tnsglobal.com for more information.
About Millward Brown Digital
Millward Brown Digital is the world’s leading digital expert in helping
clients grow great brands. Millward Brown Digital delivers comprehensive
digital solutions to help advertisers, agencies and publishers increase
marketing effectiveness and drive brand growth. Integrated behavioral
and attitudinal solutions help marketers identify, understand and engage
consumers, plan and optimize media and increase total brand
performance. Millward Brown Digital operates within Millward Brown
North America and is part of Kantar, WPP’s data investment management
division. www.millwardbrowndigital.com
© 2016 Millward Brown Digital

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Thank you!
And thank you to
all the dads who
impact our lives.
To learn more, contact:
digitalsolutions@millwardbrown.com
© 2016 Millward Brown Digital