MPA Film Ratings Maintain High Trust Among Vast Majority of American Parents, New Survey Shows
91% of Parents Believe Ratings Help Them Make Better Movie Choices
WASHINGTON – An overwhelming majority of American parents continue to believe the Motion Picture Association’s (MPA) film ratings help them make better movie choices for their families, according to a new survey released today by the MPA’s Classification and Rating Administration (CARA), which administers the film rating system.
“Our ratings are built on a simple promise: we will protect all filmmakers’ freedoms to tell the stories they wish to tell while empowering parents to decide what movie their children should watch onscreen,” said Charles Rivkin, Chairman and CEO of the MPA. “At a time when audiences have more viewing options than ever before, our ratings’ popularity is rooted in what’s fueled this system for nearly 60 years – a robust, transparent process to review content, defend our industry from censorship, and deliver ratings everyone can trust.”
CARA’s survey of American parents’ views on movie ratings was conducted by PSB Insights, a global research and analytics consultancy. The research focuses on parents’ perceptions, attitudes, and expectations regarding movie content and the film rating system. Similar to previous surveys, PSB surveyed 1,502 parents of children aged 5-16, where both parent and child have watched a movie within the last six months either in a theater or in their home.
“The survey is a critical component in how we maintain a useful, dynamic rating system,” said Kelly McMahon, Chair of CARA. “These findings offer firsthand insight into the main concerns most American parents have today and enable us to enhance our ratings framework as a result. Through research and our team of raters – current parents with varying experiences, backgrounds, and beliefs – we’re routinely ensuring our trusted system not only endures but continues to evolve.”
KEY FILM RATINGS FINDINGS
- 85% of American parents are familiar with the ratings, and 75% are familiar with the rating descriptors.
- 91% find the ratings helpful, and 89% find the rating descriptors helpful.
- 83% believe the ratings are accurate, and 85% find the rating descriptors accurate.
- 85% felt that the movies they had seen in the past year had the appropriate rating.
- Parents in the Middle Atlantic (85%), South Atlantic (84%), and the West Pacific (84%) regions find the ratings most accurate.
- 96% of American parents look up information on the ratings when considering a movie for their child to see.
KEY ADVERTISING FINDINGS
As always, the survey includes questions related to movie advertising. The MPA’s Advertising Administration is responsible for reviewing all advertising for movies rated by CARA, including trailers, billboards, posters, and social media ads. The Advertising Administration ensures that all advertising content is placed appropriately for the viewing audience. According to this survey, 81% of parents say the trailers or previews they have seen in the past 12 months were compatible with the movie they preceded. The few who report having seen incompatible trailers say most (3 in 4 trailers) were compatible.
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About The Motion Picture Association
The Motion Picture Association (MPA) serves as the leading voice and advocate of the motion picture, home video, and television industries. It works in every corner of the globe to advance the creative industry, protect its members’ content across all screens, defend the creative and artistic freedoms of storytellers, and support innovative distribution models that bring an expansion of viewing choices to audiences around the world. Its member studios are: Netflix, Paramount Pictures, Prime Video & Amazon MGM Studios, Sony Pictures, Universal Studios, The Walt Disney Studios, and Warner Bros. Discovery. Charles Rivkin is Chairman and CEO.
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