The group’s 2014 analysis is designed to help retailers synchronize ad campaigns to capitalize on the second largest annual consumer spending period.
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. school start dates, according to a special edition analysis by TVB.
The National Retail Federation 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 and Knowledge Networks, TVB’s back-to-school analysis provides 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,” said Hadassa Gerber, SVP-chief research officer, TVB. “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. 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.”
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 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-plus 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).