TV advertising has been arguably more dynamic than ever during the COVID-19 pandemic. How will the lingering uncertainty around the 2020-2021 school year impact how marketers approach Back-to-School campaigns? Research using Mensio, a media analytics platform developed by Hive and Bain Media Lab, highlights how advertisers approached Back-to-School campaigns in 2019 and what to expect in 2020.

Trends to watch for Back-to-School 2020

• Back to Advertising?
  Many specialty retailers typically active with Back-to-School campaigns have stepped down TV ad spend while stores have been closed; Back-to-School campaigns may bring those brands back to TV
  
• New to School?
  Potential for “classrooms at home” may drive new advertisers and messages focused on home office furniture and technology
  
• Geographical Flexibility
  Brands may increase the use of digital platforms and /or local advertising to better align messages with geographic variance in timing and conditions for the re-opening of schools