Advertisements play a big role in providing insight into what matters to moms on Mother’s Day, and consumers appreciate the help! In fact, 88% of Disney viewers are favorable to Mother’s Day ads. Ads around Mother’s Day feel relevant (89%), help viewers learn about new products/services to purchase as gifts (86%), and enjoy how Mother’s Day ads show mom’s needs and wants (85%).
Relevancy drives results. For example, a social Mother’s Day retail campaign on ABC generated more than twice the average engagement against industry benchmarks.
Performed 2.2 times better when compared against industry benchmarks during similar time frames.
Consumers celebrating Mother’s Day spend over $28B, in total. This year, 88% of Disney viewers plan on spending more or the same amount on Mother’s Day gifts than in 2021. Some of Disney moms’ favorite gifts to receive include food, cards, gift cards, and flowers.
Spending time with my immediate family, relaxing and having a meal at home is a core Mother’s Day memory.
Nearly half of Disney moms want to stay in and watch TV and movies on their special day. For them, it is the perfect way to share in laughs, make memories. And they’re not watching alone! Strong co-viewing was seen across Disney Channel, Disney Junior & Disney XD, with The Walt Disney Company (TWDC) programs reaching 15MM moms on Mother’s Day Weekend 2021. Even more, over half of kids ages 2 to 17 co-viewed with their moms on Mother’s Day Weekend 2021.
During Mother’s Day Weekend last year, moms tuned into ABC for dramas, comedies and reality shows. Specifically, American Idol stood out as the most watched program by moms that weekend!
Moms on-screen can be just as inspiring as moms in real life. In fact, Disney viewers have a lot of favorite TV moms that they admire for teaching responsibility, loving their children endlessly, and showcasing good values.
Although the list of favorite TV moms is extensive, some favorites include: Rebecca Pearson on This is Us, Clair Huxtable from The Cosby Show, Marge Simpson from The Simpsons, Lucille Bluth in Arrested Development, Claire Dunphy on Modern Family and Ruby Johnson on Black-ish.
“Claire Dunphy on Modern Family. She can be intense and competitive, but there’s no doubt she loves her family. I admire how she juggles all the pitfalls involved in her life while still being a caring mom.”
Eager to treat their moms to gifts and experiences
Looking to advertisements to help guide their gift-giving
Watching TV and movies together as a means of celebration
*Source: Disney Dialogue, Mother’s Day 2022, March 2022
Source: ABC “Impossible Encounters” Effectiveness Study, July 2019 Source: Mother’s Day 2022, March 2022
Source: Nielsen NPower; LSD; R&F Program Report; NOTE: Mother’s Day 2021 (5.9.21)/Mother’s Day Weekend 2021 (5.7.21-5.9.21); TWDC roll-up includes ABC, DC, DJR, DXD, ESPN, ESPN2, ESPNU, FRFM, FX, FXX, FXM, NG & NGWD
Source: NRF’s Annual 2021 Mother’s Day Spending Survey, Conducted by Prosper Insights & Analytics
Source: (1) Scarborough. 2021 Release 2 Total. Streaming video services used last 30 days: Hulu. (2) 2021 November Cord Evolution.