How To Boost Brand Trust With Kid-Safe Media

The landscape of children’s media consumption is evolving at a rapid pace. Today’s tech-savvy kids have an abundance of content available at their fingertips, from a multitude of content on streaming services to YouTube channels, and everything in between. But with more choices comes increased parental vigilance. In fact, 82% of parents say they are keenly aware of what their children watch on TV and online. As a brand, this statistic should make you sit up and take notice. Why? Because where kids’ eyeballs go, parents’ attention (and wallets) follow! And in a world where trust is currency, showing up in kid-safe media environments is one of the most effective ways to build lasting brand trust.

The Link Between Brand Safety and Consumer Loyalty

Aligning your content with parents’ expectations isn’t just a nice-to-have – it’s a must-have if you want to stay relevant and trusted. When your brand appears in safe, appropriate spaces, parents feel they can trust your brand. According to the data, 50% of consumers say they are more likely to recommend a brand to others when their brand message appears near appropriate content. That’s half of your potential customer base ready to become brand ambassadors because you chose the right neighborhood for your spots. On the flip side, 71% of consumers say they would feel less favorable toward a brand that advertises next to inappropriate content. In today’s hyper-connected world, your brand is only as good as the company it keeps.

Educational Content: The Key to Winning Parents’ Approval

So, what exactly are parents looking for when it comes to high quality content for their kids? An educational focus! A staggering 76% of parents believe the content their child watches plays a crucial role in development. That’s more than three-quarters of parents viewing media as a supplemental developmental tool. By partnering with educational content platforms, such as PBS KIDS, brands are not just avoiding the pitfalls of aligning with unsuitable content – they are actively winning parents’ approval – and subsequently, new potential customers!

Choosing the Right Kid-Safe Media Partners

Now that we’ve established the importance of running spots alongside high-quality, educational content, let’s dive into how your company can choose the right content partners to earn parents’ trust.

1. Evaluate the Content’s Educational Value: Look for media partners that center their children’s programming around specific educational goals, like literacy or STEM. It’s not enough for content to be merely entertaining – it needs to contribute to children’s developmental growth.
2. Research Parental Trust and Approval: Seek out platforms that have high approval ratings among parents for their quality and educational impact. Remember, parents are the gatekeepers, and their seal of approval means they’re more likely to be watching with their kids.
3. Check for Industry Recognition: Look for platforms that are recommended as leaders in quality children’s programming by trusted 3rd party sources, like Common Sense Media,. Reviews and rankings from sites like these are the gold standard of the kids digital content world!

PBS KIDS: A Trusted Leader in Educational Media

Now, let’s talk about a platform that puts education front and center: PBS KIDS. PBS KIDS is not just in the business of entertaining children,; their mission is to create curriculum-based content with positive role models that will educate and inspire the next generation. PBS KIDS sets specific educational goals for each show and digital experience, and then works with award-winning producers to create entertaining and engaging content that fulfills these goals. These key areas range from social-emotional learning and critical thinking skills, to literacy and STEM for children ages 18 months through 11.

But does this approach actually work? You bet it does! Research shows that parents prefer PBS KIDS over commercial kids networks, and believe PBS KIDS is the leader in quality children’s programming. This preference translates into tangible benefits for brands. As a result of their high regard for PBS KIDS corporate sponsors, 69% of parents say they are more likely to buy a product for their child if they hear about it from a national sponsor on PBS KIDS.

Turn Brand Trust into Brand Loyalty

By aligning with PBS KIDS, you’re not just running a brand message – you’re supporting a mission that parents care deeply about, while helping to educate the next generation.  For your brand, it’s the difference between being seen as a self-promoter of a product or service,  versus being seen as a valued contributor to the American community. When you show up in spaces parents trust and support the content they value, you’re showing parents and caregivers your brand cares about what they care about.

PBS KIDS offers a wide array of programming for kids of all ages and covers a wide range  of educational topics. Whether you’re looking to reach curious preschoolers or tech-savvy tweens, there’s a PBS KIDS opportunity that aligns with your brand goals. Download our Trend Report to uncover key trends that are reshaping how parents perceive and engage with brands today.