Comcast, Cox Communications, DIRECTV, NBC Universal, and Time Warner Cable are kicking in $40M worth of airtime to children’s watchdog Common Sense Media as part of a campaign to alert parents to the impact media exposure has on their kids. Three spots will be aired over the next 12 months.
The campaign also features several internet-based elements.
The ads, entitled “Role Models,” “Stadium,” and “Time Spent,” began airing 8/30/10.
“The media and technology world has changed drastically in the last 10 years. Today, kids are spending more than seven hours each day with media, and it truly has become the other parent in our kids’ lives,” said CCM’s James Steyer. “But though the world has changed, parenting hasn’t, and that’s the goal of this campaign – to urge parents to become fully engaged participants in their kids’ media lives and ensure that they remain a primary influence in how their kids grow and develop and help them make smart, safe media choices both today and in their future.”