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Tuesday, June 12, 2007

Who Do Men Turn To for Advice on How To Be a Good Dad? It's Mom!

Who Do Men Turn To for Advice on How To Be a Good Dad? It's Mom!

New National Fatherhood Study Conducted By Spike TV Reveals That Men Are More Likely to Turn To The Women In Their Lives Than To Their Own Dads as Fathering Role Models

Today's Dads Are Doing More Than Ever Before, Moving In On 'Mom's Only' Territory; Feel That Society Does Not Fully Appreciate The Importance of Fathers

NEW YORK, June 12 /PRNewswire-USNewswire/ -- Today's dads are far more likely to turn to their mothers or wives than their own fathers or other men when it comes to seeking advice on how to be a good dad according to the findings of "You've Come a Long Way, Daddy" a new landmark national survey on fatherhood commissioned by Spike TV that examines the roles that men play in parenting their own children. The study reveals that there is a paradigm shift going on in society regarding the role of today's dad and his attitudes towards that role.

"We found that there was limited data relating to fatherhood, and the results of our study were a real 'wow' moment for us," says Kevin Kay, General Manager for Spike TV. "The breath and scope of this study illuminates the truths and myths surrounding today's dads, and how dads are adjusting to their new roles."

Spike TV's exclusive national research study was conducted by Insight Research Group as part of the network's overall efforts to deepen its understanding of its male viewers and inform both on and off-air communications for TRUE DADS, Spike TV's new pro-social endeavor which debuts on Father's Day Sunday, June 17 and seeks to underscore the benefits of dads playing active roles in the lives of their children.

"These findings advance the learnings Spike has been accumulating in recent years about the lives of men today," says Thomas Grayman, Director of Brand and Consumer Research for Spike TV. "They show the experience of fathers today as richer, more varied and more nuanced than society as a whole has ever fully recognized."

Spike TV's "Fatherhood" study revealed that today's dads are doing more than ever before, taking on roles and activities that traditionally have been the sole domain of their spouses/female counterparts. Today's dads were queried about their interactions with their children and also asked to compare them to their experiences as a child with their own fathers. Among the notable findings:

1. Role Models For Today's Dad? Look No Further Than Mom -- As they forge
ahead in their new set of roles, today's dads are actively looking for
guidance in how to be a good father. Today's dads overwhelmingly look
to the females role models in their lives -- such as their own mothers
and wives -- rather than their dads as a guide on how to be a good
father.

2. Today's Dads Are Not Afraid To Be A Second Mom -- In the 90s it was all
about the "super" or "soccer" mom. In the 21st century it's all about
"soccer dads" who are assuming more and more responsibility for the
roles and tasks that were once considered the sole province of their
female counterparts. Meanwhile, they still retain their traditional dad
roles of being the primary financial provider and disciplinarian.

3. Today's Dads Are Much Closer To Their Kids Than Their Own Dads Were,
But Do They Get The Credit? -- Today's dads set child rearing goals for
themselves that go well beyond those of dads just a generation ago.
Furthermore, the research found that today's dads interact with their
children more intimately and in a wider variety of ways than
yesterday's dads did. Despite all of these efforts, the overwhelming
majority of them feel that society doesn't fully appreciate that
today's dads have taken on this expanded job description.

4. What Type Of Dad Are You -- Today's dads break down along two main
dimensions: how confident they are in their abilities as a father and
how much being a father comprises their whole identity. The survey
found that today's dads fall into one of four categories: Superdads
(22% of dads) -- Highly involved and nurturing. They are very confident
that they are doing a great job of parenting; Struggling Dads (30% of
dads) -- Feel the least prepared for fatherhood. They want to be highly
involved and nurturing in their children's lives, but feel like they
just don't know how; Juggling Dads (20% of dads) -- Want to be highly
involved and nurturing in their children's lives, but feel that they
lack the time. They have trouble juggling being a "dad" with their
other responsibilities (i.e. work, social, etc) and Traditional Dads
(27% of dads) -- They think dads should be less involved as nurturers,
and feel confident that they have a handle on their role.

Spike TV's fatherhood research study highlights include:

* 62% of today's dads learn about being a good parent from their own
mother and 60% learn from their own wives/partners, while only 52% learn
from their own father; in a head-to-head battle, today's fathers choose
their moms over their dads as primary role models by a margin of 50% to
35%;

* 71% of today's dads feel that society does not appreciate the importance
of fathers;

* 88% of today's dads feel emotionally connected to their children; the
same was true of only 35% of their fathers;

* 89% of today's dads are comfortable showing their children affection;
the same was true of only 34% of their fathers;

* 74% of today's dads often act as a shoulder for their kids to cry on;
the same was true of only 26% of their fathers;

* 69% of today's dads often drive their kids to activities and playdates;
the same was true of only 30% of their fathers;

* 63% of today's dads often babysit their own children; the same was true
of only 18% of their fathers;

* 42% of today's dads often stay at home with their children when they are
sick; the same was true of only 11% of their fathers;

Spike TV's "You've Come a Long Way, Daddy!" Research Study Methodology: Insight Research Group conducted 1078 online interviews among fathers of children ages 0-17 years of age. The survey was complemented by additional qualitative research from interviews with fatherhood experts, focus groups with fathers and ethnographies with dads, the moms of their kids and their kids.

Founded in 1998, Insight Research Group is a research and strategy firm that uses social science as a lens to understand behavior and its impact on brand engagement. The firm works with leaders in the media and technology industry to help them better connect with their consumers.

Spike TV is available in 91.6 million homes and is a division of MTV Networks. A unit of VIACOM (NYSE:VIA)(NYSE:VIA.B), MTV Networks is one of the world's leading creators of programming and content across all media platforms.

Additional Research Study Data Available Upon Request


Source: Spike TV

CONTACT: Debra Fazio of Spike TV, +1-212-767-8649,
debra.fazio@spiketv.com

Web site:

http://www.spiketv.com/


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