LG Ad Solutions has released a report titled “Commercials & Classrooms: TV’s Impact on Back-to-School Shopping,” which provides valuable insights into the spending behaviors and preferences of parents during the back-to-school season. The report reveals that parents spent an average of $1,080 per child on school supplies last year, with 62% expecting to spend even more this year.

• In-Store Shopping Preferences:

  • Majority Preference: 74% of parents prefer in-store shopping for back-to-school supplies, especially at big box retailers like Walmart and Target.
  • Parental Influence: Parents dictate where back-to-school shopping occurs, while children influence what is purchased.

• Advertising Insights:

  • Effective Techniques: Advanced CTV ads with interactive features, such as store locations or in-store discounts, are particularly effective, with 85% of parents shopping at specific stores after seeing back-to-school ads.
  • Engaging Features: Parents are more likely to pay attention to ads featuring discounts (93%), QR codes (81%), and products being used by students (89%).

• Streaming Preferences:

  • Co-Viewing: Parents prefer streaming when watching with their children across all educational levels, highlighting an opportunity for advertisers to reach household decision-makers.
  • Free Streaming: 77% of parents prefer free ad-supported streaming TV (FAST) apps, which is 12% higher than the general adult population.

• TV Viewing Habits:

  • Daily Viewing: Most parents watch TV daily, spending 59% of their viewing time co-viewing with their children.
  • Olympic Games: 84% of parents plan to watch the 2024 Olympic Games with their children, presenting a prime advertising opportunity during the back-to-school shopping period.

Statements from Leadership

• Tony Marlow, CMO of LG Ad Solutions:
  • "Understanding viewer behavior is critical for advertisers. These insights show that advanced ad techniques can be very effective, especially when driving actions like visiting specific store locations or using in-store discounts."

LG Ad Solutions' report underscores the importance of tailored advertising strategies for the back-to-school season. By leveraging advanced CTV ads and understanding parental preferences, advertisers can effectively engage with key audiences during this crucial shopping period.