Back-to-School Shopping: Parents look to CTV ads and prefer in-store experiences

A new report by LG Ad Solutions sheds light on parent shopping habits and media consumption during the back-to-school season. The study, titled Commercials & Classrooms: TV's Impact on Back-to-School Shopping, surveyed over 700 U.S. connected TV (CTV) users who are parents or guardians responsible for purchasing school supplies.

Spending on School Supplies: The report reveals that parents spent an average of $1,080 per child on school supplies in 2023, with 62% expecting to increase their spending this year.

In-Store Preference: Surprisingly, 74% of parents prefer shopping for back-to-school supplies in brick-and-mortar stores, particularly big box retailers like Walmart and Target, often with their children in tow. This suggests that physical stores remain important for influencing back-to-school purchases, even in the age of e-commerce.

Parents Dictate Purchases: While children may influence the items on the shopping list, the study suggests that parents ultimately decide where to shop.

CTV Ads Reach Key Decision-Makers: According to LG Ad Solutions' Chief Marketing Officer, Tony Marlow, understanding these viewing behaviors is crucial for advertisers. The study indicates that advanced CTV ad features like discounts (93% receptive), QR codes (81% receptive), and showcasing products in use by students (89% receptive) can be particularly effective.

CTV Ads Drive In-Store Traffic: The report highlights the power of CTV advertising during back-to-school season. A significant 85% of parents surveyed reported making a purchase at a specific store after seeing a back-to-School ad on CTV.

Parents and Streaming Habits

Co-Viewing with Children: There's a high prevalence of co-viewing among parents and children. The study found that most parents watch TV daily, with 59% of their viewing time spent co-watching with their kids. This highlights an opportunity for advertisers to target parents through CTV ads during times when they are likely to be watching with their children.

Streaming Preferred for Co-Viewing: Across all education levels (elementary, middle, high school, and college),parents surveyed indicated a preference for streaming services when watching TV with their children. This points to ad-supported streaming (FAST) platforms as a valuable space for advertisers to reach parents during back-to-school shopping.

Free Streaming Reigns Supreme: The study reveals a clear preference for free, ad-supported streaming TV (FAST) apps among parents (77%). This suggests a potential cost-saving strategy for parents seeking a wide content selection without subscription fees. Notably, this preference is 12% higher than the general adult population.

The Olympic Games as a Marketing Opportunity

The report highlights the 2024 Olympic Games, scheduled for July-August 2024, as a prime advertising opportunity. With 84% of parents planning to watch the games with their children, Marlow suggests that brands can leverage the event to connect with target audiences during the peak back-to-school shopping period. He proposes alternative advertising formats beyond traditional commercials, such as LG Home Screen placements, pause ads, and content segment sponsorships, to capture viewers' attention on the "largest screen in the home."

The findings from LG Ad Solutions offer valuable insights for marketers and advertisers looking to target parents during the back-to-school season. While CTV advertising emerges as a powerful tool to reach key decision-makers, the study underscores the continued importance of physical stores and the influence parents have on their children's back-to-school shopping experiences.