The Top Ads for Parents: How to Alter the Path to Purchase

Culturally fluent ads use culture to efficiently and effectively connect across segments. In this report, we share the topmost culturally fluent ads for Parents through our CultureRate:Ad methodology. CultureRate:Ad provides a one-stop solution for our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of their ads.

Reading Time: 3 minutes

February 16, 2024
David Evans – Chief Insights Officer

At Collage Group, we measure cultural fluency by gauging consumer sentiment across 4 key dimensions: Brand Fit, Relevance, Message, and Enjoyment. These dimensions are weighed and combined to create the Ad Cultural Fluency Quotient (A-CFQ) score. The A-CFQ score gives members crucial insights into their ad’s resonance across different consumer segments and where to focus strategies for improvement. We’ve identified the top ads for Parents consumers through their average A-CFQ score.

Discover a sample of our report for case studies that offer relevant insights as to what top ads are doing to resonate with Parents.

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What Surprised Us 

While Visit Las Vegas’s ad “You can bring your kids to Vegas, but why would you?” ranked at just 72nd out of the 124 ads for total parents, the ad was uniquely resonant among Millennial parents and ranked much higher – 16th – for this cohort. The ad may not have appealed to parents overall, but found success amongst Millennial parents by appealing to who they are as people, not just as parents, and connecting on both a key parenting tension and a common Millennial passion for travel. 

 

A slide from "Top Ads for Parents" depicting parents' and Millennial parents' impression of the "Visit Las Vegas" ad. Parents give an A-CFQ Score of 72 out of 100 while Millennial parents give a score of 77. Parents rank it 72nd out of 124 ads and Millennial rate it 16th.

 

The Big Picture

Top ads reflect parents’ future-oriented idealism and recognize their sense of individual identity.

The Big Picture, a slide from "Top Ads for Parents," explains that parents like ads that express realistic optimism and individual identity. On the left, there is a picture of a multicultural family waving at the camera

 

Why It Matters:

Parents worry about their children’s futures and expect brands to do their part to prepare for the next generation. Millennial parents are especially taking note of brand action and teaching their kids to do the same.

A slide from "Top Ads for Parents" explaining how "Millennial parents are much more likely to teach their teens to pay attention to brand practices."

 

Top ads deftly tie in key parental concerns and interests to foster resonance.

 

"Top Ads Spotlight," a slide from "Top Ads for Parents" depicting that Nature Valley, Barbie and Las Vegas are the top ads for Millennial Parents with an A-CFQ ranking of 78, 77, 72, and 77 and a rank of 7th, 16th, 72nd, and 16th, respectively.

 

Contact us today for more research on how to connect with the new, diverse American mainstream and make your ad a winner.

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David Evans

David Evans

David serves as the Chief Insights Officer responsible for all syndicated content and thought leadership. He is passionate about leading the teams that reveal insights into consumers that can transform the fortunes of our members, make these actionable in our products and experience, and build great places to work.

Before joining Collage Group in 2018, David served in a variety of senior roles in data, analytics and syndicated research organizations, including Cushman & Wakefield as Strategic Advisor, CoStar Group as Vice President of Research, and the White House where he founded the Office of Executive Councils in 2011. From 1998 to 2009, he worked at the Corporate Executive Board (now Gartner), serving ultimately as Chief Researcher for a $100 million division covering eight major business units.

David holds a Diploma (M.Arch equivalent) from the Architectural Association in London and an M.B.A. from Georgetown University’s McDonough School of Business. Before pursuing a business career, David worked as an architect in the UK, France and Germany, and published and exhibited widely. David was born in London to American and Canadian parents. He lives in Bethesda with his wife Juliette Searight and younger Generation Alpha daughter, while avidly following his older Generation Z daughter’s journey into adulthood in Halifax, Nova Scotia.

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