Bars and Entertainment Businesses to Target Single Dads Who Seek Social Connections


"The quality of an individual’s social connections has been proven to be an indicator of physical and mental well-​being and longevity, with mutually supportive friendships acting as a protective factor against anxiety and depression, reports Ipsos. Having strong social connections can be beneficial to fathers, who can experience stress and isolation during this critical life stage."

"This research supports the evidence that having close friends is important for fathers’ mental health. Fathers without close friends report being more likely to experience increased stress levels in the first 12 months of becoming a father (33% say their stress levels increased a lot compared with 23% of all men with at least one close friend)."

"Despite this, the research also identified that some men lose contact with friends when they become a father, with a fifth (20%) of fathers saying that the number of close friends they had decreased in the 12 months after becoming a father."

"Other key findings from the research are:

  • Seven in ten (70%) fathers say that their stress levels increased in the 12 months after becoming a father for the first time.
  • Becoming a father can be an isolating experience. Almost a quarter (23%) of dads say they felt isolated when they first became a father.
  • The quality of friendships is important. Fathers who are dissatisfied with the quality of their friendships are more likely to experience increased stress levels after becoming a father, not handle this stress well, feel that no-​one was looking out for them and feel isolated.
  • Satisfaction with friendships is lowest during middle years. 43% of both 55+ year olds and 18–34 year olds say they are very satisfied with the quality of their friendships, compared with 34% of 35–54 year olds.
  • The pressures of being a father are more likely to affect young fathers. They are more likely to say they felt isolated when first becoming a dad (40% of 18–35 year old fathers compared to 11% of 55+ year old fathers) and they are more likely to say their stress levels increased a lot in the first 12 months of becoming a father (29% vs. 17%)."

The best way to maintain friendships is to regularly hang out with friends. Bars and other entertainment venues can promote guys nights out to dads who want to keep their friendships alive and well. According to AudienceSCAN, Single Dads get most of their local news from the TV, radio, newspaper and magazines. They're also 69% more likely than others to find advertisements on their mobile apps useful and, last year, they took action after seeing search and internet banner ads.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on bars & nightclubs, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.