Back-To-School Ad Spend Falls 70% (mediapost.com)
With back-to-school schedules everywhere in continual flux, this BTS shopping season has gotten as unpredictable as hurricane tracking. While the National Retailer Federation reports a large increase in consumer spending as parents buy pricey new laptops and desks for home schoolrooms, national advertisers are taking a hall pass. Kantar says advertising spending for back-to-school is off 70% so far this year. The best word for consumer sentiment is still confusion. Kantar’s polling finds 13% of consumers are comfortable sending children back to school “as soon as possible,” 14% want to wait more than six months, and 25% fall somewhere in between one and five months. More than half of also say they don’t know.