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Maximizing Back-to-School & College Shopping Trends

Learn about the latest back-to-school and college shopping insights, spending statistics, and key market start dates in this comprehensive overview. Discover the top categories, stores, and influences driving consumer behavior. Explore the impact of TV advertisements on online search behavior and the significance of broadcast TV for reaching target audiences. Understand the role of children and women in back-to-school shopping decisions, and how different media platforms influence consumer actions. Stay ahead of the trends to optimize your marketing strategy for the upcoming back-to-school season.

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Maximizing Back-to-School & College Shopping Trends

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  1. Contents • Back-to-School/Back-to-College Overview (Slides 3-16) • Back-to-School (Slides 17-24) • Back-to-School Shopping Categories and Stores (Slides 25-31) • Back-to-College (Slides 32-38) • Back-to-College Shopping Categories (Slides 39-43)

  2. Back-to-School & College Spending Source: NRF 2019 Back-to-School/College Spending Survey

  3. School Start Dates Vary from DMA to DMA Top 50 DMAs: 14 Different Start Dates Seattle 9/4 Minneapolis 9/3 Portland 8/28 Detroit 9/3 Boston 9/5 Milwaukee 9/3 Harrisburg 8/26 Philly 9/3 Cleveland 8/12 Grand Rapids 8/20 Hartford 8/27 NYC 9/5 Pittsburgh 8/26 Chicago 9/3 Columbus 8/22 Sacramento8/27 Baltimore 9/3 Indianapolis 8/5 Salt Lake City 8/19 San Fran 8/27 DC 8/26 Cincinnati 8/19 Denver 8/19 Kansas City 8/12 St. Louis 8/12 Louisville 8/21 Raleigh 8/26 Norfolk 9/3 Las Vegas8/12 Charlotte 8/26 LA 8/20 Greensboro 8/26 Nashville 8/5 OK City 8/12 Phoenix 9/4 Memphis 8/6 Albuquerque 8/23 San Diego 8/27 Greenville 8/20 Atlanta 8/10 Birmingham 9/3 Jacksonville 8/26 Dallas 8/19 Austin 9/3 Orlando 8/12 August Houston 8/26 Tampa 8/12 San Antonio 8/19 West Palm Beach 8/12 September Miami 8/19

  4. Start Advertising When it’s Right for Your Market with Spot TV Earliest Start Date Lead By a month Latest Start Date 7/5 8/5 9/5 No Geographic Flexibility National Media Local Broadcast NYC Charlotte Miami Indianapolis

  5. Back-to-School/College Shopping Starts in Advance % of Shoppers Shopping During Each Time Period Source: 2019 Deloitte – “Back to College Market Study” report; “Back-to-School Shopping” report. % of active BTS/BTC shoppers during noted period. “Out of $__ you plan to spend on back-to-school/college shopping, how much do you plan to spend during the following periods?”

  6. 94% of Moms Will Spend the Same or More ThisBTS Season % K-12 Moms who made BTS purchases last year and will again this year Source: May 2019 Field Agent Back to School: Moms Talk All Things BTS

  7. Department Stores Tops for BTS Shoppers,Online Shopping Is Top for BTC % Plan to shop Source: NRF 2019 Back-to-School/College Spending Survey

  8. For Online and In-Store Shoppers,Television Ads Are Motivation To Do Further Research Online Has an advertisement on television motivated you to go the Internet to find out more information about that product or service? Source: GfK TVB Media Comparisons Study 2019. Persons 18+. Includes only those who answered.Q3 - Has an advertisement on television motivated you to go the Internet to find out more information about that product or service?

  9. “Have TV ads influenced your search selections?” Source: GfK TVB Purchase Funnel 2019. A18-24, N = 619; Moms (Women 18+ with presence of any children), N= 1,362. QA10 “When doing an online search, how often, if at all, have TV ads you have seen influenced you in some ways in your search?” (Yes = combination of Every time, Most of the time & Sometimes) Among those who do online searches.

  10. Broadcast Websites Provide Multi-platform Opportunities

  11. Online Shoppers Watch Broadcast TV Index 171 157 156 155 152 151 145 143 135 134 Source: GFK MRI Fall 2018, Base: A18+ & Purchased cosmetics, perfume/cologne, toiletries, clothing, or shoes online in the last 6 months.

  12. In-Store Shoppers Watch Broadcast TV Index 132 127 126 124 123 121 121 120 120 119 Source: GFK MRI Fall 2018, Base: A18+ & Purchased cosmetics, perfume/cologne, toiletries, clothing, or shoes in Department or Discount stores in the last 6 months. Syndication – Entertainment Tonight, The Open Road with Dr. Chris, Bob’s Burgers.

  13. Broadcast TV: Tops in Summer Ratings Moms Adults 18-24 Broadcast delivered 44 of the top 50 programs for Moms and 45 of the top 50 for A18-24 Source: Nielsen NPower 5/27/2019 - 7/1/2019. Network & Cable Live+1 Ratings.

  14. “If you could choose only five networks, which five would you choose?” Out of 5 choices, the top 4 were Broadcast Networks Network “D” Network “D” Network “E” Network “E” Network “C” Network “C” Network “B” Network “B” Network “A” Network “A” ENGLISH BROADCAST CABLE NETWORK Source: GfK TVB Media Comparisons Study 2018. Respondents were given 50 choices of Broadcast and Cable Networks with an option to write in a network.

  15. “I trust the news I see/hear on this media source” Digital Media Traditional Media Source: GfK TVB Purchase Funnel 2019. Moms (Women 18+ with presence of any children) Responses 2010; A18-24 Responses 909 (Agree Strongly + Agree Somewhat)

  16. Back-to-School

  17. Children Have Strong Influence on BTS Purchases Source: May 2019 Field Agent Back to School: Moms Talk All Things BTS

  18. Women Are the Back-To-School Shoppers Source: GFK MRI Fall 2018, Base = Adults 18+

  19. More Exposures Means More Action For Moms Which of the following did you do after seeing/hearing the ads for the retail category on television? Source: GfK TVB Purchase Funnel 2019 Retail Category. Moms (Women 18+ with presence of any children) Responses 698, 664

  20. TV is Biggest Influencer in the Purchase Stage “What Media is Either 1st, 2nd or 3rd Most Important In Influencing You to Actually Purchase?” Source: GfK TVB Purchase Funnel 2019. Moms (Women 18+ with presence of any children) Responses 2010 % 1st, 2nd & 3rd Most important media type among those who saw/heard ads in at least 1 media source in the purchase stage

  21. TV Reach is Highest for Moms, and They Spend Over 4 Hours with TV Daily Source: GfK TVB Media Comparisons Study 2019. M-S 5A-1A. Women 18+ with presence of any children <18. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.

  22. Broadcast TV’s Reach: Significantly Higher Than Cable Source: Nielsen NPower. June 26 2019 Prime Women 18+ w/children Live+1 Ratings.

  23. Cable’s Top Originals Are Under a Half Rating Point • To be read: TLC’s "90 Day Fiancé: Happily Ever After" had a .40 average Mom’s rating in June 2019. During the same time period, there were 397 Broadcast & Syndication programs that had higher average ratings Source: Nielsen NPower (5/27/2019 - 7/1/2019). Women 18+ with Children. Live+1 Ratings

  24. Back-to-School Shopping Categories and Stores

  25. Planned Back-to-School Household Spend by Category Source: NRF 2019 Back-to-School/College Spending Survey

  26. Top Programs for Moms Purchasing Back-to-School Clothing and Shoes Index BTS Clothing Shoppers BTS Shoe Shoppers Source: GFK MRI 2018 Double Base: Women 18+ w/children 0-17 years & spent any amount on children’s clothing in the last 6 months. Syndication – 2 Broke Girls. Source: GFK MRI 2018 Double Base: Women 18+ w/children 0-17 years & Spent any amount on any shoes in the last 12 months.

  27. Broadcast TV Delivers BTS Electronic Shoppers Index 146 141 130 129 131 128 124 121 121 122 Source: GFK MRI 2018 Double Base: Women 18+ w/children 0-17 years Index. Shopped at Apple Stores or Best Buy anytime in the last 12 months. Syndication – Bob’s Burgers, TMZ.

  28. Broadcast TV Reaches School Supply Shoppers Index 186 161 146 132 155 131 129 128 126 128 Source: GFK MRI 2018 Double Base: Women 18+ w/ Children Ages 0-17 & Purchased anything at Office Depot, OfficeMax, or Staples in the last 12 months. Syndication – Bones.

  29. Most Shoppers are Likely to Buy School Supplies from Walmart, Target and Dollar Tree Which retailers do you expect to purchase SCHOOL SUPPLIES from for the 2019/20 BTS season? Source: May 2019 Field Agent Back to School: Moms Talk All Things BTS

  30. Cover Each Company’s Strong Markets with Local Broadcast The Redder the better- High BDI Source: GfK MRI 2018 Market-by-Market weighted by Adults 18+ w/children 0-17 years. Shopped at Target, Walmart or Dollar Tree in the last 3 Months.

  31. Back-to-College

  32. More Exposures Means More Action For A18-24 Which of the following did you do after seeing/hearing the ads for the retail category on television? Source: GfK TVB Purchase Funnel 2019 A18-24. Responses 283, 336

  33. TV is Biggest Influencer in the Purchase Stage “What Media is Either 1st, 2nd or 3rd Most Important In Influencing You to Actually Purchase?” Source: GfK TVB Purchase Funnel 2019 A18-24. Responses 909 (% 1st, 2nd & 3rd Most important media type among those who saw/heard ads in at least 1 media source in the purchase stage)

  34. Broadcast TV Reaches More Adults 18-24 in 6 Days than Social Media Does in a Month with 459 Million Videos 1 4 6 1 4 6 7 2 3 5 2 3 5 Time Frame Days 8 9 10 11 12 13 14 19 15 16 17 18 20 21 22 23 24 25 26 27 28 31 29 29 30 30 193 Unique Programs on 7 Networks Nielsen 60 second viewer requirement 458,955,000 Videos on 76 Platforms ComScore 3 second viewer requirement Source: April 2019 Nielsen; Most Current, Live+1. ComScore, People 18-24, Data Source: VMX Desktop, 7,621,000 Unduplicated Viewers

  35. TV Reach is Highest, and Digital Reach Strong for A18-24, But They Spend Far More Time with TV than Digital Source: GfK TVB Media Comparisons Study 2019. M-S 5A-1A. Persons 18-24. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.

  36. Broadcast TV: High Reach Source: Nielsen NPower. June 27 2019 Prime Adults 18-24 Live+1.

  37. Cable’s Top Originals Are Under a Half Rating Point To be read: E!’s E! News Pop had a .44 average A18-24’s rating in June 2019. During the same time period, there were 87 Broadcast & Syndication programs that had higher average ratings Source: Nielsen NPower (5/27/2019 - 06/30/2019). A18-24 Live+1 Ratings.

  38. Back-to-College Shopping Categories

  39. Planned Back-to-College Household Spend by Category Source: NRF 2019 Back-to-School/College Spending Survey

  40. Broadcast TV Delivers A18-24 Electronic Shoppers Index 230 227 194 164 215 155 151 128 109 131 Source: GFK MRI 2018 Double Base: Adults 18-24 & Shopped at Apple Stores or Best Buy anytime in the last 12 months. The following programs are slightly unstable due to a low base: Arrow, How to Get Away with Murder & American Ninja Warrior.

  41. Broadcast TV Delivers Back-to-College Clothing Shoppers Index 260 212 167 162 155 147 130 128 124 111 Source: GFK MRI 2018 Double Base: Adults 18-24 & spent $100 or more on clothing expenditures in last 12 months.

  42. Reach A18-24 Shopping for Dorm/Apartment Furnishings Index 253 217 188 171 163 157 153 150 131 124 Source: GFK MRI 2018 Double Base: Adults 18-24 & Shopped at Bed, Bath & Beyond, Target or Walmart in the last 3 months.

  43. Local Broadcast TV Assets Deliver Back-to-Class Shoppers • Back-to-Class is an $80.7 billion market; with Back-to-School spending expected to be $26.2 billion and Back-to-College $54.5 billion. • School start dates vary from market to market: Earliest start is August 5th. Start advertising when it’s right for your market with spot TV. • Broadcast TV is top in summer ratings and reach. • Broadcast delivers Back-to-School/College Shoppers • In Store • Online • Moms • Adults 18-24 • Key categories • TV motivates shoppers to take action and influences search selections.

  44. Thank You

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