US Back-to-school advertising declines by 70% due to the pandemic: Kantar Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 28, 2020, 5:23 PM UTC

Retailers spent only $23 million on back-to-school ads from 22 June to 8 August this year, as opposed to $76 million last year.

The coronavirus outbreak has made many advertisers in the United States pause their promotional activities. As a result, only six retailers have advertised in 2020, as compared with 100 last year.

With the steep decline in back-to-school advertising this year, it is highly unlikely that this ad category would be able to make anywhere near last year’s $133 million total during the season through September.  For retailers, the back-to-school season is the second-most important time of the year, just behind Christmas holidays.

The study expects that the upcoming shopping season to similarly also faces significant disruptions. However, back-to-school adverts could increase as more students return to school later this year or in 2021. 

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