Back-to-School Viewership Trends: What Advertisers Should Know

Why do you need TV in your back-to-school media mix? The answer is simple. 8 out of 10 respondents said TV influenced their search selections, so removing TV means losing opportunities. Back-to-school time is almost here, so advertisers must plan and buy smartly to reach parents, students, and even teachers. Let’s discuss how TV can deliver predictable, measurable growth for your brand.

Back-to-School Signals a Major Shift in Viewing Habits

With the start of the school year (and dates vary by city, from late July-August through early September), viewers shift from relaxed summer schedules back to structured routines. Families return to a regular rhythm, prompting a notable uptick in primetime viewing. As routines become consistent, television again becomes one of the central evening activities, and data proves this. Let's compare how the audience watched in July-August 2024 with data for September-October 2024. We see that Simulmedia's TV+ Platform data indicate a clear shift in audience preference from summer to fall. During the summer months, NBCUniversal led viewership among linear networks. However, during September and October, family-oriented networks such as Disney and FOX gained prominence. This data underscores the renewed preference for programming that resonates with families and younger audiences as the back-to-school season unfolds.

Data from Simulmedia’s TV+ Platform

The data from Nielsen also proves our theory. For streaming platforms, YouTube is the summer leader, and Walt Disney is at the top in October 2024.

Image source: Nielsen Gauge

Audience Intent Becomes More Action-Oriented

The Back-to-School Market Size was estimated at 196.57 (USD Billion) in 2024. The Back-to-School Market Industry is expected to grow from 203.44 (USD Billion) in 2025 to 277.07 (USD Billion) by 2034. This substantial growth highlights an increasingly action-oriented consumer mindset during this period.

Video continues to dominate as the primary medium for product discovery, influencing purchasing decisions significantly. Furthermore, back-to-school shopping behaviors often transition seamlessly into holiday shopping habits, reflecting consumers' evolving mindset from practical necessities to gift-oriented purchases.

Customers now begin their seasonal preparations earlier each year, indicating a growing holiday preparation mindset. Data from our platform for the year 2023 underscores this trend, particularly highlighting linear and streaming impressions over the autumn-winter season.

We selected three key industries that typically attract the interest of parents and children:

• Department Stores
• Electronics
• Toys

Starting from September, there is clear growth in advertising impressions that continues throughout the autumn months.

Electronics advertising, for instance, peaks notably in November, marking it as a critical period for tech-focused campaigns. Similarly, Department Stores and Toys experience increased impressions towards the year's end, reinforcing the necessity of strategic advertising placements during these crucial consumer engagement periods.

Data from Simulmedia’s TV+ Platform

Gen Z and Millennial Audiences Drive Multi-Screen Engagement

94% of Gen Z and 95% of Millennials frequently multitask with a second screen while watching TV or streaming. This means that an omnichannel strategy is the only option for advertisers.

Millennials, primarily parents of younger students, dominate back-to-school spending. According to the Milten report, 92% of parents who have kids up to 12 years are influenced by coupons and loyalty programs, with 31% willing to incur debt for supplies. Gen Z college students, however, shop independently later in the season, with 61% making most of their purchases. Teachers, predominantly Millennials but also including some from Gen Z, spend an average of $895 out-of-pocket in 2025 to equip their classrooms.

To reach both generations means to be on every user’s screen. To create a halo effect of cohesive multi-screen messaging but without ad fatigue - this is a challenge that most advertisers face. And the solution - Simulmedia’s TV+ platform, which enables truly cross-channel TV ad campaigns, unifying messaging seamlessly across both linear and connected. TV+ uses AI-powered planning and real-time optimization to manage reach and frequency dynamically, ensuring audiences are engaged but not overwhelmed. It also offers incremental lift measurement, showing how TV exposure drives performance across digital touchpoints like search, social, and direct website traffic.

Early Movers Gain Share of Mind and Wallet

Starting early matters, but so does optimizing in-flight. Different audiences and generations engage differently, and most shoppers need to see a product more than once. They research, watch reviews, and compare options before they buy. By launching TV campaigns early, brands are more likely to influence these early decision-makers before competitors enter the market.

To win the season, brands need to be visible before the decision is made. Early planning, cross-channel presence, and fast feedback loops are critical. That’s exactly what Simulmedia’s TV+ delivers: dynamic reach and frequency management, real-time performance data, and the ability to adapt campaigns quickly.

TV has transformed. With tools like TV+, it now delivers predictable, measurable growth even in fragmented, fast-moving markets like back-to-school.