June 4, 2025

Back to School: Why Savvy Advertisers Are Turning Up the Volume On Audio

By Audacy Insights Team

It may feel like spring just sprung, but if you’re a back-to-school (BTS) advertiser, class is already in session. With billions in annual spend and decisions made early, the BTS window is a critical moment for brands to show up – and stand out. BTS season is big business (and getting bigger), so for marketers it’s the prime time to prep. And this year, you’ll want to make sure your supply list includes Audio.

The Report Card: BTS by the Numbers

Back-to-school season is no small affair. It’s an $85 billion industry projected for 2025, a 52% increase over the last 10 years, according to eMarketer. The average household? They’re expected to shell out $875 on supplies, clothes, tech, and more¹.

This is no small opportunity. And savvy advertisers are increasingly turning to Audio to ensure they’re part of every cart — online or IRL.

Back-to-school shoppers are starting earlier, spending more, and actively seeking value. The brands that win BTS are the ones that connect early, often, and authentically! Audio makes that possible — reaching shoppers in the moments that matter.

Deepika Das

Senior Manager, Research & Insights, Audacy

Do Your Homework: Key BTS Shopping Trends

Shopping Starts Sooner

Tariff concerns, seasonal promotions, and a desire to beat the rush are shifting behavior. 55% of parents now begin their BTS shopping in July.

Audio listeners are planners — and they’re acting early. In fact, Audio listeners are 2X more likely than average to shop earlier and plan around seasonal sales events this year.

^{Source: Statista; MRI-Simmons, 2025 Q2 Trending Topics Study (W25 USA)}

Spending More, Swayed by Kids

Parents are planning to open up their wallets a little wider this year. Take a look at podcast fans. They’re 35% more likely to spend bigger this season. And make no mistake: kids hold the power. From the tech they want, to the clothes they love, children influence more household BTS purchases than ever before.

Audio connects with both ends of that equation — parents listening to radio and podcasts — and kids influencing purchase decisions.

^{Source: MRI-Simmons, 2025 Q2 Trending Topics Study (W25 USA)}

The Back-to-School Checklist: More Than Just Notebooks

It’s not just pencils and polos anymore. Parents are prepping for a broader range of needs, and advertisers from all sectors are jumping in. Beyond the usual school supplies, parents are also spending on:

Health appointments (dentist, eye doctor)
Grocery stock-ups for school lunches
Travel and experiences
Haircuts and self-care purchases

Audio offers unmatched targeting capabilities to reach these niche needs in relevant contexts — from sports talk to wellness podcasts to family music streaming.

Know Your Audience: Your Audio Guide to Reaching Parents

Back-to-school families are a truly valuable audience for advertisers. Meet them where they are by paying attention to how they shop, why they buy, and which media they’re consuming.

^{Sources: Statista}
^{Emarketer Forecast, February 2025}
^{Nielsen Scarborough Research, Market/Release: Scarborough National Database (Current 6 Months Only) 2024 Release 2 Total (Jan 2024-Oct 2024), Base: Total Adults 18+}

Extra Credit: Best Practices for A+ Audio Campaigns

Parents have their ears open. And here’s how you can make a big impact this BTS shopping season.

Start Advertising Early

July is the new August. With early deal days like Prime Day and Circle Week, brands need to activate when planning starts. Audio’s long recall window makes it perfect for early influence that sticks.

Optimize Creative for Audio

Hook Fast: Grab attention by mentioning your brand in the first 3 seconds
Don’t Forget the Deals: Stories resonate, but in a hectic season, never forget the discounts
Call to Action: Be clear, direct, and memorable
Voice Matters: Choose relatable, authentic voice talent

Make It Easy

Highlight perks like curbside pickup or easy exchanges. Parents remember frictionless experiences.

Performance: What the Grades Show

Audio doesn’t just talk – it converts — especially for parents.

69% of back-to-school shoppers took action after hearing a radio ad last year¹.

^{Source: Nielsen Scarborough Research, Market/Release: Scarborough National Database (Current 6 Months Only) 2024 Release 2}

Final Bell: Build a Campaign That Makes the Honor Roll

The verdict is in: If you’re aiming to influence parents during one of their most decisive shopping seasons, and want your brand in every parent’s cart, Audio must be part of your back-to-school playbook. It offers scale, flexibility, and unrivaled access to parents in their real-life moments. It converts. It connects. It cuts through the chaos.

At Audacy, we help brands turn up the volume on smart, scalable, attention-grabbing campaigns. Let’s build your best-in-class back-to-school plan — one that gets an A+ in results.

Class dismissed.