Local Broadcast Television Is Major Marketing Force Supporting $26.5 Billion Back To School Spending

8-07-14

— Borrell Study Reports Stations’ Digital Ad Revenue up 15% in 2013 —

New York, NY, August 7, 2014 - Retailers can drive increased Back to School consumer spending by using Local Broadcast Television to geographically target shoppers based on the more than 16 different U.S. Back to School start dates, according to a special edition analysis by TVB.

The National Retail Federation (NRF) projects that Back to School shopping will generate $26.5 billion in U.S. retail spending in 2014 (up 5% vs. 2013) making it the second largest consumer spending period of the year. Utilizing data compiled by NRF, GfK Mediamark Research & Intelligence (GFK MRI), Nielsen Company, and Knowledge Networks, TVB’s Back to School analysis provides useful insights to help retailers maximize the value and ROI of their marketing investments through targeted ad campaigns on local broadcast television.

“There are 16 different Back to School start dates in the top 50 markets; some start as early as July 30 while others begin in September. Local Broadcast TV helps brands capitalize on this $26.5 billion opportunity by synching their advertising schedules to school start dates on a market-by-market basis,” noted Hadassa Gerber, SVP, Chief Research Officer, TVB. “With 80% of shoppers planning to spend the same or more than last year, the 2014 Back to School season will be one of the most significant shopping periods of the year.”

Gerber added, “Mothers are the primary Back to School shoppers and year in and year out, local broadcast television has proven effective at influencing and driving consumers’ local purchases. TVB’s Back to School analysis is an excellent resource for retailers seeking to drive local sales as it provides the data and roadmap to effectively reach the consumers most responsible for the bulk of Back to School spending through targeted broadcast TV advertising.”

Key findings of the analysis include:

  • 45% of Americans start Back to School shopping three weeks to one month before the school year begins
  • Television is cited as the most influential advertising medium in making purchase decisions
  • Broadcast TV’s influence on consumers’ purchasing decisions is more than double that of Cable TV
  • The principal shopper (more than 80%) for children are female adults
  • Network affiliated local broadcast stations have the highest rated summer programming, consistently outperforming cable
    • In June 2014, broadcast television delivered 48 of the Top 50, and 96 of the Top 100 programs among Women 18+ with children
  • Retailers and brands can target Back to School consumers by purchasing spots during broadcast programs that significantly over-index in the “woman with children” demographic by retail category (shoes, clothing, electronics, school supplies)


About TVB
TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including www.tvb.org, to support its members and to help advertisers make the best use of local ad dollars.


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