Australian tertiary education providers totalled a combined ad spend of $210 million across the FY23 period, according to Nielsen's Consumer and Media View (CMV) and Ad Intel data on the tertiary education sector in Australia.
That figure represents a 25% increase compared to the previous financial year.
Social media accounted for $126.4 million of the total ad spend (almost 60%), with Facebook topping the list of targeting platforms. General display and metro TV ads were also heavily used in the ad mix, but were still dwarfed by social.
The ad spend breakdown reflects the push to attract high school students as they consider their TAFE or university options.
Secondary students looking to pursue tertiary education in the next 12 months are 82% more likely than the average population to respond to online ads, almost 2.5 times more likely to click on video ads, and almost 2.5 times as likely to click on banner ads, the research found.
31% find online and mobile ads useful if tailored to their interests, which is 48% higher than the average population.
The percentage of Australians (aged 16 and above) expressing an intention to study at TAFE or university in the next 12 months has risen dramatically: in 2019 the number was just 7%, but as of 2023, that figure has more than doubled, jumping to 15% according to the Nielsen CMV.
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