Class is in session, and it’s time to get schooled! As we wave goodbye to the lazy days of summer, a new academic year is upon us, bringing with it a fresh start for students, parents, and, importantly, advertisers. Think of this back-to-school season as your warm-up for the big Q4 push. In this guide, we’ll dive into the latest trends and consumer behaviors that can help you maximize your TV advertising efforts this back-to-school season.
2023’s Back-to-School Highlights
Last year, back-to-school ad spending hit a whopping $78 billion, and 2024 is set to top that by 3%, reaching $81.16 billion. But there’s a twist: inflation is making shoppers more strategic. Nearly two-thirds of consumers reported that rising prices are causing them to think twice before buying, with many turning to TV to guide their purchase decisions. In fact, 45% of parents spent more time researching their options—up from 30% in 2019. And where did most of their cash go? Big-ticket items like electronics, of course.
This year, eCommerce is playing a significant role in back-to-school shopping, but the magic really happens when you combine it with the reach of TV. According to eMarketer, online shopping will contribute significantly to the overall increase in spending. With a well-placed TV commercial, you can seamlessly drive your audience to your digital storefront using QR codes or direct links. K-12 shoppers are increasingly responsive to integrated campaigns, where TV ads boost awareness and digital tools close the deal.
The Back-to-College Boost
Let’s not forget the older students. While back-to-school spending is on the rise, the back-to-college market represents a significant opportunity for your brand. These students are entering a new phase of life, making them prime targets for long-term brand loyalty. On average, back-to-college spending is54% higher than back-to-school, underscoring the importance of targeting this audience with compelling TV ads.
Timing is Everything
In the back-to-school race, timing is key. While many shoppers wait until the last minute—often just 1-2 weeks before school starts—regional and state differences in school start dates give you a chance to get ahead. Use this timing to your advantage by anticipating what your audience needs before they even realize it.
Why TV Advertising?
TV advertising remains a formidable and affordable tool for reaching households with students at scale. By driving millions of impressions, TV directly impacts your conversion rate in a way social channels can’t. With eCommerce on the rise, TV drives direct online sales at a volume unmatched by other channels. At Diray Media, we identify those pivotal moments when your ads will have the most impact, ensuring they connect with the right viewers at the right time.
Introducing Diray Media’s Back-to-School Package
We understand your audience like no one else, and with Diray Media’s exclusive back-to-school package, we’ve got everything you need to make your brand stand out this season. Our “Back-to-School Audience Package” lets you target the season’s most active shoppers, including those you might not have considered. With decades of media expertise and cutting-edge, data-driven targeting, we take the guesswork out of maximizing your marketing dollars and boosting ROAS.
Whether you’re looking to reach “Parents who purchased electronics” or “Students who have shopped for school supplies within the last three months”—or both—we’ve got you covered, and we can do it at scale.
Ready to crush this back-to-school season? With Diray Media’s expert strategies and tailored back-to-school package, your brand is set to excel. Let’s create campaigns that make the grade.