THEME OF THE MONTH: BACK TO SCHOOL

Although summer is considered a low season in media terminology, according to Nielsen Atmosphere research, a large proportion of viewers (66%) watch media during the holidays as often as during the rest of the year. More than a fifth of at least occasional summer media consumers prefer live TV in the summer, dominated by the oldest age group 55 and over (37%) over all others. So even in the summer, advertising on TV for selected segments has the opportunity to reach its audience and can be included in the brand’s media mix.

In the middle of August, summer is inevitably coming to an end, and students and parents of small school children are approaching the time of returning to school. Therefore it is necessary to check the school bags and to sharpen crayons in the pencil case. The so-called back to school advertising is one of those specific categories that begin to appear on the screen in the second half of summer. In ScreenVoice magazine, you can read which brands took their back to school advertising unconventionally and which, on the other hand, belong to the constants of this period.

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STUDY USA: BY THE NUMBERS: MOST AMERICANS WANT BRANDS TO PROMOTE DIVERSITY. BUT THERE’S A BIG CAVEAT

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