According to the NRF, the 2023 back-to-school shopping season is expected to shatter the record high from 2021, with an estimated $41.5 billion to be spent on back-to-school shopping this year. Some of this increased spending is driven by more demand for electronics; the average back-to-school shopping household is expected to spend $326 on electronics, along with increased costs due to inflation and higher prices. In fact, according to KPMG, 60% of back-to-school shoppers are concerned about inflation. Because of this, parents are putting more emphasis on discounts, sales, and comparative shopping. Advertising has become more important than ever in reaching these cost conscious back-to-school shoppers.
TVB’s 2023 Back to School shopping analysis highlights the importance of TV and demonstrates how retailers can drive consumer spending by using local broadcast TV to target shoppers based on geography and timely advertising. Additionally, it is increasingly important to reach both in-store and online shoppers, as back-to-school shoppers continue to shop both ways. Local broadcast TV can reach all shoppers, no matter how they choose to do their shopping.
TV advertising is imperative to influence back-to-class shoppers:
- 9 out of 10 respondents said television influenced their search selections.
- Broadcast TV delivers top back-to-class ratings.
- Local TV allows advertisers to target their message in a trusted environment.
- Broadcast TV delivers both in-store and online shoppers.
- Online shoppers and in-store shoppers selected television as the most important influence for purchase decisions.
- Broadcast TV assets can reach those who stream programming on ad-free platforms.
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.