TV Ads Are The Way To A Student’s Heart

Television advertising is the most successful way to connect with the student audience, according to a new survey from virginstudent.com.

The research, which involved a survey of more than 700 students, found that 42% agreed that TV ads were the best way to grab students’ attention.

Billboards and posters were deemed the second most successful way of reaching students, with 21% of respondents rating the platform as attention-grabbing. Newspaper and magazine ads came in third with 17%.

By contrast, new media ads and flyers scored lowly and were deemed attention-grabbing by just 1.7% and 4.2% of respondents respectively.

The fact that traditional advertising scores so highly with students may come as a surprise to marketers who have traditionally employed a range of bizarre methods to connect with young audiences. For example, earlier last year Cunning Stunts encouraged students to use their heads as billboards to advertise brands such as FHM (see Students To Become Human Billboards).

However, as freshers flu sweeps the capital and students face the prospect of mounting debts, marketers are urging advertisers to look elsewhere to find a lucrative and willing audience. The average student now leaves university with £12,000 worth of debt making them a less than attractive short-term prospect.

Recent research from Vegas revealed advertisers may be missing the mark by targeting their campaigns at ABC1 consumers, as men and women from lower social groupings have higher disposable incomes and fewer overheads (see Research Reveals The Pulling Power Of Geezers).

Virgin Student: www.virginstudent.com

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