Audio and Influence: Your Back-to-Class Campaign Checklist

From kindergarteners to college students, kids everywhere are seeing summer sunlight at the end of the tunnel, waiting with bated breath to chant “No more pencils, no more books…” But their parents know just how quickly it will be back-to-school time again. And so do advertisers.

For brands, landing at the top of those school and college supply lists is critical. And as advertising messages ramp up, audio can help you cut through the noise. From planting the seed early, to influencing both parents and students, to reaching consumers at the right time (like when they’re shopping in-store or online), digital audio will help you make the grade and hit your campaign goals.

That’s why we released our Back-to-Class Advertising Guide. It’s packed with fresh insights on consumer behavior, key timelines, data-driven info on how audio impacts listeners, and expert guidance to help you build A+ campaigns.

To get you started, here’s your back-to-school campaign checklist.

Reach parents and students with popular, effective media

Streaming music, podcasts, and satellite radio is with parents and students throughout the day, season, and year. So, it’s a no-brainer that back-to-school shopping and digital audio intersect. Streaming audio and podcasts each have their own place in daily routines. During the week, moms are +21% more likely to listen to audio while getting ready for the day. 1 And parents might turn on 90s R&B or 2000s Hip Hop, both of which have high parent listenership. 2 By the time the weekend rolls around, 75% of parents are listening to audio while doing chores. 1 To stay entertained, they’re listening to The $100 MBA Show or Squawk on the Street, both of which are over-indexing with parents. 2

Gen Z’s routines may look a little different from their parents', but the one constant is audio. College students are +239% more likely to listen while studying or doing homework, 3 and these are the trending stations during back-to-school season: Chill Kids, Classical for Work, and Study. 4 When they finally have some free time to themselves, they’re +17% more likely to listen while getting ready to go out at night. 3 It comes as no surprise that 76% of Gen Zers listen to music to escape the pressure and stress of life, 5 and they get a taste of this with stations like Today’s Hits and Today’s Hip Hop & Pop Hits. 2

When you advertise through audio, your ads make a lasting impression and influence consumer action.

Align back-to-school campaigns with shopping moments

What do back-to-school shopping and digital audio have in common? Timing, for starters. From little ones, to parents, to college kids, digital audio is in their ear at key back-to-school shopping moments. When shopping spikes on- and offline, so does audio consumption. Both buying and listening hit their highest points in the 8AM-5PM timeframe. 6 That’s not surprising when you consider that nine in 10 consumers listen to audio at some point during their shopping journey. 7In fact, 80% of parents listen to audio during any back-to-school activity, including shopping. 1 When parents are hunting for a good deal or looking to snag supplies before they go out of stock, these are the critical moments when they’re likely to be ad-receptive and open to hearing about promotions. 

Tap into positive mindsets and experiences

Music and podcasts are the soundtrack to everyday life, including during key moments for back-to-school advertisers. As you lead consumers down the path to purchase, audio is there. You can raise awareness, influence decision-making, and inspire action by tapping into the positive moods and mindsets digital audio brings. Whether students are stressing over finances and exams or parents are balancing hectic routines, audio keeps listeners grounded. After all, 77% of listeners say audio improves their mood, and 59% say it’s important for their mental health and well-being. 8 And when it’s time to pitch up your back-to-school promotions, audio is the perfect amplifier for your campaigns.

Create ads that resonate with parents and students

Who does your campaign need to reach? For some back-to-school brands, it’s parents of school-aged children, for others it’s college kids, and for many it’s both. Well, parents and Gen Z are very different groups of people (to put it mildly). The Back-to-Class Advertising Guide provides unique consumer profiles complete with actionable guidance on how to build campaigns with us.

Here are some preview tips for who to reach: 

• Parents: Reach them during both “me time” and “we time.” Develop assets that center on parents to run on their favorite stations and shows. And don’t forget about co-listening moments. With 87% of parents co-listening with their children, you can target more kid- or family-focused stations like Pandora Kids and Fam Jams. 3 

• College kids: These increasingly independent shoppers are calling the shots. An overwhelming 94% of parents say their kids influenced back-to-school shopping. 1

Here are some preview tips for how to reach them: 

• Mobile interstitials: Whether parents or students are back-to-school shopping, running errands, or out and about, chances are they’ll have their mobile phones with them. Capture their attention when they start mobile listening sessions with a full-screen display unit. 

• Connected home and car takeover: Your target listeners are frequently found at home or in their cars. Get 100% share of voice (SOV) thanks to connected home and car, where you can leverage a limited interruption takeover and capitalize on co-listening moments. 

• Sponsored listening: Back-to-school shoppers are frequently looking for a deal, and you can set the tone by incentivizing them during the shopping journey—and beyond—with sponsored listening. In exchange for interacting with your ad, listeners get uninterrupted listening—promoting positive brand associations. 

• Shoppable carousel: Consumers are seeking top product recommendations for back-to-school season, and you can influence their lists with shoppable carousels. Leverage multiple panels to highlight your product and its benefits. 

Work with SiriusXM Media this back-to-school season

Digital audio is a critical part of your back-to-school campaign. Without it, you’re missing key timeframes where consumers are out and about, in the ready-to-shop mindset. Audio advertising campaigns are turnkey, scalable, and incredibly effective. And because we are so tuned in to our listeners, we can help you build compelling, ear- and eye-catching, interactive campaigns across our networks and platforms.

Let’s talk.

More ways to prep for the back-to-school season