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Back-to-school 2026

NRF survey numbers are not yet in for 2026, but last year’s survey showed that 27% of back-to-school shoppers begin at least two months before school starts, while 47% shop three weeks to one month before. Popular destinations for back-to-school shoppers include online (55%), department stores (48%), discount stores (47%) and clothing stores (41%). While school openings vary by region, state, and even town, advertisers need to reach these important consumers quickly and effectively, and local broadcast TV stations are here to help!

According to the 2026 Purchase Funnel Study, for the Retail category, television was the most important influence for awareness with retail shoppers, regardless of how they shop:

• Browse In-Store & Purchase Online Shoppers – 40% chose TV (broadcast/cable) as the most important influence for awareness, far greater than the next three choices combined: social media (16%), streaming video other than TV/movies, such as YouTube (6%) and paid streaming TV with ads (4%).
• Browse Online & Purchase In-Store Online Shoppers – 41% chose TV (broadcast/cable) as the most important influence for awareness, far greater than the next three choices combined: social media (12%), streaming video other than TV/movies, such as YouTube (5%) and paid streaming TV with ads (3%).
• Browse & Purchase In-Store Shoppers – 43% chose TV (broadcast/cable) as the most important influence for awareness, far greater than the next 3 choices combined: social media (10%), streaming video other than TV/movies, such as YouTube (7%) and paid streaming TV with ads (5%).
• Browse & Purchase Online Shoppers – 40% chose TV (broadcast/cable) as the most important influence for awareness, far greater than the next three choices combined: social media (12%), streaming video other than TV/movies, such as YouTube (6%) and paid streaming TV with ads (5%).

In addition, broadcast TV is the reach vehicle to get the message out quickly! According to the 2026 Media Comparisons Study broadcast TV has a 78% one-day reach for retail shoppers 18+, towering over cable TV (55%), social media (53%), paid streaming programs on TV with ads (51%) and streaming video other than TV programs on TV (33%).

Click here for this and so much more in TVB’s new 2026 Back to School & College Report.

Find it in Research: Looking to see who the home DMAs are for professional sporting teams in the NFL, MLB, NBA, NHL, WNBA, MLS and UFL? Be sure to check out the TVB Pro Sports Teams by DMA chart in TV Basics!

Our featured market this week is Spokane, Washington.

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