Dads today are more involved in raising their kids and managing the household than most typical dads of earlier generations. However, many contemporary dads also have an exaggerated sense of how much they really do, according to a new eMarketer report, “How Dads Are Different: Playing a New Role, But Only Up to a Point.” Nonetheless, they are sensitive to their role being undervalued, including by advertisers.

via Dads Stake Out Their Role in the Household and Online – eMarketer.