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Education

Everywhere the Consumer is: An Education Campaign Analysis

Advertisers in higher education are constantly aiming to reach evolving younger age demographics as prospective students prepare to apply for and decide on college. Gen Z—which includes those born between 1997 and 2012—make up the highest percentage of adults enrolling in four-year colleges according to Pew Research Center and U.S. Census Bureau findings.1

 

U.S. adults who enrolled in college by generation (% of respondents):

To reach Gen Zers, advertisers must leverage the right mix of platforms used by younger audiences. In the latest edition of The TV Viewership Report, an analysis of a cross-platform campaign for a community college shows how viewing that extends across content and devices delivers results. The analysis proved how both TV and streaming worked together to deliver better results for the advertiser.

Advertiser Utilizes Data-Driven TV Advertising Supported by Streaming

The college’s campaign consisted of 85% invested in data-driven TV with 15% invested in streaming. The data-driven TV meant the campaign would appear on the networks and within the dayparts when their audience was most likely watching, versus a more legacy approach of buying programs as a proxy for the desired audience.

While 100% of TV impressions occurred via the TV screen, a whopping 88% of the streaming impressions also occurred on the TV screen, giving the advertiser maximum exposure for their message.

 

88% of streaming impressions were delivered on the TV screen:

 

TV & Streaming Are a Powerful Combination for this Campaign

The cross-platform campaign included benefits from both TV & streaming. TV delivered a large majority of the exclusive reach.

Of the total campaign reach:

  1. 68% came from households reached exclusively from TV
  2. 15% came from households reached exclusively from streaming
  3. 17% came from households reached by both TV and streaming

 

Composition of households reached: 

Sometimes, advertisers are weary of investing in TV because they worry wont can’t get effective frequency. Conversely, some advertisers are weary streaming frequencies will be too saturated due to its limited potential reach. Neither was the case in this campaign as both frequencies were consistent with one another while combining to deliver greater overall results:

  1. Average number of times households were exposed on TV = 3.4 times
  2. Average number of times households were exposed via streaming = 3.8 times
  3. Average number of times households were exposed across TV and streaming = 4.1 times

 

Streaming Complemented TV

Streaming complemented TV for the college’s campaign as a larger portion of its impressions went to households not reached or lightly reached by TV.

  1. 9% of the TV impressions went to “light TV” households
  2. 42% of the streaming impressions went to “light TV” or “no TV” households

 

Impressions delivered to light or no TV households:

Additionally, streaming impressions were +375% more likely to happen with households lightly reached or not reached at all by TV and demonstrates the complement streaming can be for a TV campaign.

There’s More…

The latest TV Viewership Report offers a deeper dive into these and other findings of interest and value to almost any advertiser. If you’re committed to making your advertising decisions based on the most credible and comprehensive viewership data available, consider including this report in your toolkit.

 

Sources:
1. eMarketer. Pew Research Center analysis of US Census Bureau, “Current Population Survey (CPS)” as cited in company blog, May 14, 2020
2: Comcast Internal Analysis of Effectv Streaming campaigns (January through June 2021