Dads Call Time Out on Mr. Mom Moniker

“Yeah, 1983… 27 freakin’ years ago!” blogs Al Watts, ”Almost every news story about at-home dads asks, 'So you’re a Mr. Mom?' or uses 'Mr. Mom' in the title of the story or shows a 'hilarious' clip of Michael Keaton in the 1983 movie, Mr. Mom."

It's 2011 and everyone's still trying to figure out how to appeal to the legions of men who are stay-at-home care-takers and shoppers.

Last week, for instance, we covered the launch of a digital hub, Man of the House, a virtual man cave from P&G. Now, a Yahoo survey of men in America 18-64, finds “51% of Men Are Primary Grocery Shoppers, but Few Believe Advertising Speaks to Them,” as reported in Ad Age.

Six in ten respondents self-identified as the key decider on health, clothing, packaged goods and pet purchases. The survey reflects a trend that has been growing for some time.

Even within the sacred space of football broadcasts, commercials pitching packaged goods (such as P&G's Head & Shoulders and Prilosec) increasingly edge out spots for Viagra, Cialis and pick-up trucks.

Still, it's not enough respect from marketers as far as one dad is concerned.

"Men need to be something other than invisible or buffoons in advertising," says John Badalament, author of The Modern Dad's Dilemma and consultant. "We are not a replacement for mom. We are dads. We are at home. We are raising our children well and we love it."