The group’s 2014 analysis is designed to help retailers synchronize ad campaigns to capitalize on the second largest annual consumer spending period.
Despite marketers’ insistence on kicking off back-to-school advertising in July, more consumers will be shopping closer to the start of school this year. According to the National Retail Federation, 33% of shoppers will begin shopping less than two weeks before school starts, including a small but growing percentage who will wait until after school starts. By comparison, 27% shopped during the same period last year.
Back-to-school is a fiercely competitive time for retailers, but fewer are running TV and online video ads this season. And those ads that are being aired are not as effective as they once were. According to AceMetrix, marketers, particularly retailers, aired 11% fewer ads this season — 55 back-to-school ads aired this year versus 62 a year ago. And those back-to-school ads ranked as 5% less effective.
Back-to-school advertising on spot television saw a small uptick this year versus last year as millions of students head back to their classrooms this week and next. uyers say that the slight increase in consumer confidence and retail sales at the end of the summer led advertisers to increase their back-to-school budgets, a bit of a surprise following another summer of dour economic news.