CANNABIS IS BLISS FOR TV TIME WITH KIDS
IN NEW SURVEY, PARENTS SAY THEIR CANNABIS CONSUMPTION
IMPROVES FAMILY VIEWING EXPERIENCE AND ENGAGEMENT
NEW YORK, — A new survey by NYC-based media and brand consultancy Miner and Co. Studio, finds that today’s Cannabis Consuming Parents are decidedly different than TV and media’s stereotypical ‘stoner’ portrayal.
These respondents were:
· Parents of children < 18
· Consumers of cannabis for recreational and/or medical use in states where it is legal
· 21 to 55 years old
· 51% male; 49% female
· 77% have a household income of $75K or more
Cannabis Makes TV Time with Their Kids More Enjoyable
The parents in this survey find that cannabis enhances their family’s TV time and say they’re more engaged with their kids and the content they are watching. Nearly 8 of 10 state that they regularly consume cannabis when watching or getting ready to watch TV with their kids, ranging from occasionally (17%) to frequently (35%).
They feel it improves the time they spend watching TV as a family, with 8 of 10 saying:
· Consuming cannabis makes watching their kids' TV shows with them more enjoyable
· They spend more time watching their kids’ TV shows with them when they’ve been consuming cannabis
· They’re more engaged discussing their kids' TV shows with them when they’ve been consuming cannabis
And, it makes parents more likely to bond over the shows they watch. 80% say they’re more likely to seek out shows from their own childhood to watch with their kids when they’ve been consuming cannabis.
They’re also mindful of their cannabis consumption and discrete about it. 8 of 10 say they’re careful not to consume too much and are more likely to consume edibles than smoke or vape when they’re watching TV with their kids.
Cannabis Consuming Parents are an Engaged TV Audience
Why should networks and studios care what Cannabis Consuming Parents think? Because they watch a LOT of TV, with 75% stating they watch more TV when consuming cannabis.
86% say cannabis enhances the overall experience of the shows they’re watching. 77% note that cannabis improves their attention span so they’re more likely to binge-watch (79%), try out new shows and series (77%), feel more immersed in the show that they’re watching (86%) and they say that they’re more likely to let commercials play (77%) when they’ve been consuming cannabis.
They’re also more willing to invest in having more shows to watch. 6 of 10 say they’ve purchased episodes, full series, and movies when they’ve been consuming cannabis and are more likely to check out recommendations and what’s available for purchase On Demand.
Mindful and Present Parents vs. Bumbling and Forgetful Stoners
7 out of 10 Cannabis Consuming Parents say they are frequent consumers of cannabis and cannabis products (several times a week to daily). They say they do so to enhance their well-being and social experiences and 51% state they consume cannabis for medical and recreational purposes.
Importantly, these Cannabis Consuming Parents don’t see themselves as ‘stoners’ - 9 of 10 self-identify as ‘present’, ‘mindful’, ‘active’, ‘relaxed’ and ‘professional’ and less than half identify as ‘forgetful’ or ‘bumbling’ which they see as part of the stoner stereotype entrenched in outdated media portrayals associated with cannabis.
Recognizing that Cannabis Has Become a Healthy Part of Culture & Parenting
“The stoner stereotype is so prevalent and persistent in TV and Media that it continues to stigmatize those for whom cannabis is part of their active and healthful lifestyle,” said Robert Miner, president of Miner & Co. Studio. “This is especially true for Cannabis Consuming Parents who feel that cannabis plays a positive role in their lives and in some ways, improves their parenting and time spent with their families - including watching TV. They find themselves better able to put aside the impatience that is such an entrenched part of today’s adult experience and take the time to relax and bond with their kids. However, they’re keenly aware that others are far too likely to judge them based on stoner stereotypes. They recognize that TV and Media in general have played a role in reinforcing these perceptions and want that to change. The creative community has an opportunity to recognize the negative impact of these representations and present cannabis consumption in a more positive light to help overcome the stoner stereotype that casts a stigma on key members of their audience – including parents who consume cannabis.”
Time for TV to Catch Up with the Change in Cannabis Culture
More than 7 of 10 Cannabis Consuming Parents feel that too many TV shows portray cannabis consumers as stereotypically silly and forgetful stoners. As a result of this stoner stigma, Cannabis Consuming Parents feel that they can’t be open about their own cannabis use.
8 of 10 Cannabis Consuming Parents say that hearing from other parents that they consume cannabis when watching TV shows with their kids makes them more comfortable with the fact that they do the same and say they appreciate shows that offer positive portrayals of cannabis consumption.
They recognize that media could play an important role in overcoming the stigmas associated with cannabis. 7 of 10 say that seeing characters in shows consume cannabis without being presented as silly and stoned has made them more comfortable discussing their cannabis experiences with others and has also helped their peers become more open about their own cannabis consumption.
8 of 10 feel cannabis use in TV shows should be no different than seeing a character consume wine, beer or a cocktail – and 7 of 10 millennial parents in the survey (20s and 30s) would prefer to see characters in TV shows consume cannabis instead of alcohol.
About Miner & Co. Studio
Miner & Co. Studio, a strategic research agency with a history of providing audience insights to guide TV network strategy and TV series development, has for the past few years played an impactful role in helping mass media and brands across industries gain a deeper understanding of the rapidly evolving cannabis consumer landscape. For more information, please visit www.minerandcostudio.com.
*Methodology: An online survey of 800 Cannabis Consumers who live in states where cannabis is legal for recreational and/or medical purposes fielded in February 2018