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Fair Shares: Family Brands and Social Engagement

The family entertainment experience is increasingly being distributed across devices, time and platforms, creating contemporary challenges for entertainment properties and family brands. In a webinar to the ANA Alliance for Family Entertainment (AFE), a consortium of the nation’s top advertisers, Tumblr shared new possibilities and inspired ways for leading family marketers to effectively connect with their audiences who are both young and young at heart.

The extensive exploration into social channels is the latest initiative of the AFE to expand its mission to develop and support family entertainment options in the digital space. The group, whose members collectively control 40 percent of all ad dollars spent on television in the U.S., has helped to bring more than 20 hits to air. In recent years, the consortium has intensified its efforts in online content with endeavors such as a breakthrough deal with YouTube, developing relationships with major digital players such as Twitter and now Tumblr, and working with networks to promote their shows through AFE members’ proprietary social channels.

“Online media, particularly social, is a critical and ever-growing method by which consumers share everything from baby pictures to favorite shows,” said Walmart Executive Vice President, Chief Marketing Officer, ANA and AFE Chairman Stephen Quinn, host of the webinar. “The social platforms play a big part in how American families communicate, and we have to be there. This webinar, like all of our AFE digital initiatives, gives members the insights they need to maximize their online presence and deepen their brands’ involvement with their customers.”

"The dynamics of family entertainment are rapidly evolving as social media gets a seat on the couch and at the dinner table," added Tumblr Global Head of Brand Partnerships Lee Brown. "The new communication currency is universally visual and digital, presenting a massive opportunity for marketers to appeal to multigenerational audiences on Tumblr."

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, ANA's membership includes more than 600 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA pursues “collaborative mastery” that 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)

The AFE (ANA Alliance for Family Entertainment) is a coalition of national advertisers, supported by the ANA, which represents almost 40 percent of all U.S. television advertising dollars. With members including American Licorice Company, The Coca-Cola Company, Colgate-Palmolive, Crayola, Kellogg Co., J. M. Smucker’s, IBM, PepsiCo, Post Foods, Procter & Gamble Co., SC Johnson, Sensio, Six Flags, State Farm Insurance, Subway, Unilever, Verizon Wireless, Wendy’s and Walmart, the group’s mission is to find, nurture, develop, 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 bring to air more than 20 prime-time broadcast network television hits, keep innovative family content in the development pipeline, team with YouTube for the industry’s first family content partnership, and create the annual “Search for America’s Newest Scriptwriter” contest, the nation’s only competition for non-union storytellers.

About Tumblr

Tumblr is a media network powered by an army of independent creators and home to an audience of more than 300 million unique visitors. Founded by David Karp in 2007, Tumblr is headquartered in New York City. The company was acquired by Yahoo in 2013.

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