Networks are using kids’ shows to target a more profitable consumer—Millennial parents.

Networks are using kids’ shows to target a more profitable consumer—Millennial parents. Research shows that young parents often co-watch their kids’ favorite shows, and one ad sales insider reports, “’There’s a real interest in spending time with Millennial moms, who are usually with preschoolers.'” For the TV industry’s annual upfront market, where about $800 million of ad inventory is for sale, kid networks are trying enticing advertisers with that mom audience. Parents are also more likely to be watching traditional TV than their kids: a 2015 study found that 57% of parents say children prefer to watch video on a handheld device, rather than a TV set. (Variety)