Sony Pixel Power calrec Sony

Nielsen data shows Australian tertiary education institutions spent more than $175m on ads in last 12 months

08/08/2024

Ad spend in higher education sector jumped 19% from May to June

Social media dominates ad spend in race to reach new students

Biggest ad spending education institutions revealed

Sydney - August 7, 2024 - Nielsen has released its most recent Ad Intel and Consumer and Media View (CMV) data on the tertiary education sector in Australia, revealing a significant increase in the number of people looking to pursue higher education and the institutions spending big to attract them.

According to Nielsen CMV, 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%, more than doubling to 15% in 2023, before rising to 22% in 2024.

Additionally, Nielsen Ad Intel data shows that Australian tertiary education providers are spending big to attract new students, with a combined ad spend topping $175.5 million between July 2023 and June 2024. Notably, there was an increase of 19% from May to June this year alone.

Social media accounted for 60% of the total ad spend by institutions, with general display also heavily used in the ad mix.

Predictably, the largest group intending to undertake tertiary study within the upcoming year are high school graduates aged 16 to 17, however older generations are also looking to hit the books.

Age breakdown of those intending to undertake tertiary study in the next 12 months:

16-17: 49%

18-24: 18%

25-39: 22%

40-54: 17%

55+: 4%

The data also reveals that 75% of those wanting to pursue tertiary education over the course of the following year are currently employed, with 44% working full time, 31% working part-time, and 18% working casually, indicating a desire to upskill and improve their qualifications.

In addition, 54% of those intending to study are parents, or have children at home. Among this group, 20% have at least one child under 5 years old, 27% have at least one child between 5-12 years old, and another 27% have at least one child between 13-17 years old.

Nielsen Ad Intel's Australia Commercial Lead, Rose Lopreiato, said: This sector is so important for the institutions, the students, and the country as a whole and that's reflected in the ad spend numbers. They demonstrate the difficulty of attracting students as they consider their TAFE or university options in such a competitive market and highlight the need for education providers to reach the right demographics, in the right places, at the right time and nothing does that better than Ad Intel .

Glenn Channell, Nielsen's Pacific Head of Advanced Analytics added: High school graduates aside, more and more Australians are considering tertiary education, so it's never been more crucial for tertiary institutions to offer educational opportunities and career advancement to an increasingly diverse range of people, especially those with family commitments. Nielsen CMV allows them to do that viewing potential Tertiary Education customers through an advanced audience lens, delivering a more holistic picture of behaviours, preferences, and lifestyle habits unmatched in the market.

When it comes to ads, Australian secondary students looking to pursue tertiary education in the next 12 months are 75% more likely than the average population to respond to online ads, 2.5 times more likely to click on video ads, and almost 2.8 times as likely to click on banner ads. Additionally, 32% find online and mobile ads useful, if tailored to their interests, which is 48% higher than the average population.

*Source: Nielsen CMV, July 2019 June 2020, July 2022-June 2023, July 2023 June 2024, base: All People 16+ and;

Nielsen Ad Intel, July 2023 June 2024

About Nielsen Nielsen shapes the world's media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences now and into the future. Nielsen operates around the world in more than 55 countries.

Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).

Media Contact Dan Chapman

Assoc. Director, Communications, Nielsen APAC

dan.chapman@nielsen.com

+61 404 088 462
LINK: https://www.nielsen.com/news-center/2024/nielsen-data-shows-australian...
See more stories from arbitron

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

14/05/2026

Sweetwater and Airstream Unveil Mobile Dolby Atmos Recording Studio

Sweetwater and Airstream have announced a custom-built Dolby Atmos mobile recording studio inside an Airstream trailer, set to tour music festivals, schools, tr...

14/05/2026

American Association of Professional Baseball Expands Broadcast Distribution for 2026 Season

The American Association of Professional Baseball (AAPB) has announced a new par...

14/05/2026

ESPN to Establish Week-Long Super Bowl LXI Broadcast Center on Santa Monica Beach

ESPN has announced plans to transform Santa Monica Beach into a broadcast hub du...

14/05/2026

Amagi Announces Major Upgrade to CLOUDPORT Cloud Broadcast Platform

Amagi has announced a significant update to Amagi CLOUDPORT, its cloud-based broadcast playout platform. The update includes 250-plus features shipped in FY25-2...

14/05/2026

Clear-Com to Showcase New Products and Platform Updates at InfoComm 2026

Clear-Com will exhibit at InfoComm 2026 (Booth N7005, June 17-19, Las Vegas Convention Center), introducing a new product that builds on Arcadia Central Station...

14/05/2026

Ikegami to Exhibit at BroadcastAsia 2026 with Two New Viewfinder Premieres

Ikegami will exhibit at BroadcastAsia 2026 (Stand 5D3-1, Singapore Expo, May 20-22), introducing two new viewfinders alongside its existing camera, control, and...

14/05/2026

dB Broadcast Delivers IP-Based OB Trucks for Cloudbass Featuring Grass Valley LDX 100 Cameras

Grass Valley has announced that dB Broadcast has delivered new IP-based outside ...

14/05/2026

NAGRAVISION and WPBSA Launch Play Snooker Digital Platform

NAGRAVISION, a Kudelski Group company, has announced a partnership with the World Professional Billiards and Snooker Association (WPBSA) to launch Play Snooker,...

14/05/2026

Belden To Acquire RUCKUS Networks for Approximately $1.85 Billion

Belden Inc. has announced a definitive agreement to acquire RUCKUS Networks from Vistance Networks for approximately $1.85 billion. The transaction has been app...

14/05/2026

NVIDIA Releases Content Localization Blueprint for AI-Assisted Dubbing and Speech Translation

NVIDIA has released the Content Localization Blueprint, a modular reference arch...

14/05/2026

Disney+ To Stream Banana Bowl Championship Live This October

Disney has announced that Disney will be the exclusive U.S. streaming home of the Banana Bowl, the Banana Ball league season championship, streaming live this ...

14/05/2026

Arkona and Manifold To Exhibit on Magna Systems Stand at BroadcastAsia 2026

Arkona technologies and technology partner manifold will demonstrate their production solutions on the Magna Systems and Engineering stand (Booth 5D1-1) at Broa...

14/05/2026

Haivision Webinar: New Broadcast Contribution Products Featuring Minor League Baseball Case Study

Haivision will host a webinar on Thursday, May 21 at 10 a.m. ET / 4 p.m. CET cov...

14/05/2026

The CW Network and ESPN Announce ACC Sublicense Agreement Through 2030-31 Season

The CW Network and ESPN have announced a sublicense broadcast agreement for The CW to televise ACC football and men's and women's college basketball gam...

14/05/2026

Detroit Pistons Ink Local Media Rights Deal With Scripps Sports

The agreement marks Scripps Sports' first NBA local rights deal...

14/05/2026

Report: Broadcasting Among Hardest-Hit Industries as AI Reshapes the Workforce

A new report from education-technology company Wiingy testing post-ChatGPT predictions against three years of real-world data has identified broadcasting as one...

14/05/2026

Madonna, Shakira, and BTS to Headline First-Ever FIFA World Cup Final Halftime Show

Global Citizen and FIFA have announced that Madonna, Shakira, and BTS will headl...

14/05/2026

Sundance Institute Names 2026 Episodic Lab Fellows

LOS ANGELES, CA, May 14, 2026 - The nonprofit Sundance Institute announced today the cohort selected for the 2026 Episodic Lab program, taking place at Dunaway ...

14/05/2026

Spotify Expands Music Access for Young Listeners, Extending Managed Accounts to Free Tier

At Spotify, we're focused on making every listening experience feel intentio...

14/05/2026

Spotify Brings Nashville's Songwriting Community Together for Mental Health Summit

Spotify recently welcomed songwriters, artists, executives, and music students t...

14/05/2026

Sonuscore update Lux Orchestral Strings

New articulations, ostinatos, Motion Scoring Articulation Sets & more Sonuscore's flagship cinematic string library has just been treated to a significa...

14/05/2026

Pr Recording & Residence

World-class studio opens on T rkiye's Aegean coast P r Recording & Residence have announced their official opening, introducing a new world-class reside...

14/05/2026

Nugen Audio update DialogCheck

Now supports channel layouts up to 9.1.6 Nugen Audio have just released an update for their AI-powered dialogue intelligibility and compliance tool. Set to ...

14/05/2026

UVI release Orchestral Suite 2

New recordings & one-key chord tool UVI have just announced the release of Orchestral Suite 2, a ground-up redesign of their all-in-one symphonic orchestra ...

14/05/2026

Rob Papen launch eXplorer 11

Two new arrivals & expanded factory content Rob Papen's all-encompassing plug-in and virtual instrument collection has just been treated to another upda...

14/05/2026

FSK Audio release QRonicle

Embed QR codes into DAW sessions FSK Audio's latest plug-in doesn't process audio, but serves as an organisational tool that allows QR codes to be e...

14/05/2026

SBS Board appoints Jane Palfreyman Managing Director

SBS Board appoints Jane Palfreyman Managing Director 13 May, 2026 Media releases The Special Broadcasting Service (SBS) Board of Directors is pleased to an...

14/05/2026

Transforming bold ideas into market-ready productions: Digital Originals returns

Transforming bold ideas into market-ready productions: Digital Originals returns 14 May, 2026 Media releases SBS, NITV and Screen Australia have announced ...

14/05/2026

Australia Uncovered Returns to SBS with Bold New Season Featuring John Safran on Free Speech and Powerful Stories of Justice and Survival

Australia Uncovered Returns to SBS with Bold New Season Featuring John Safran on...

14/05/2026

Rohde & Schwarz transforms spectrum complexity into situational awareness and effective countermeasures at AOC Europe 2026

Rohde & Schwarz transforms spectrum complexity into situational awareness and ef...

14/05/2026

Rohde & Schwarz and Quantum Systems join forces to redefine EW and C-UAS-enabled uncrewed operations

Rohde & Schwarz and Quantum Systems join forces to redefine EW and C-UAS-enabled...

14/05/2026

Rohde & Schwarz showcases STANAG aligned ARDRONIS Counter UAS capability at NATO Technical Interoperability Exercise 2026

Rohde & Schwarz showcases STANAG aligned ARDRONIS Counter UAS capability at NATO...

14/05/2026

Code of Silence wins Best Drama Series at the 2026 BAFTA's!

Code of Silence has won the BAFTA for Best Drama Series at Sunday night's ceremony at the Royal Festival Hall. The series, starring Rose Ayling-Ellis and w...

14/05/2026

The Wraith Shield Advantage: Transforming L3Harris Radios into AI-Enabled Counter-UAS Sensors

Soldiers equipped with Falcon IV radios will soon gain a sense-and-protect capa...

14/05/2026

Getting into the Space Nuclear Power Game with Next-Generation Technology

Artists concept of the L3Harris Next Gen RTG in flight configuration, designed to provide 250 watts of reliable power for decades-long missions in deep space....

14/05/2026

Vivid Broadcast builds remote production network around Calrec

Vivid Broadcast was embracing remote production long before it became the industry norm. Now, with Calrec's True Control 2.0-enabled Argo M and Type R conso...

14/05/2026

Nielsen data shows NZ vehicle advertisers are shifting gears as fuel pressures make EVs and hybrids an increasingly attractive option

Car ad spend rises sharply in March as more auto buyers turn to electric, hybrid...

14/05/2026

Is This the Year for Agentic AI's Breakout in Broadcast?

Share Copy link Facebook X Linkedin Bluesky Email...

14/05/2026

CBS LA, Los Angeles Rams Ink New TV Deal

Share Copy link Facebook X Linkedin Bluesky Email...

14/05/2026

CueScripts CueiT 4 0 Wins Futures Best of Show Award Pres...

CueScript's CueiT 4.0 Wins Future's Best of Show Award, Presented at 2026 NAB Show by TV Tech CueScript, a leading international developer of professio...

14/05/2026

Expert-Led Education Sessions and Development of Online T...

Expert-Led Education Sessions and Development of Online Training Program Accelerate IPMX Adoption and Deployment The Alliance for IP Media Solutions (AIMS) to...

14/05/2026

Klvr rechargeable battery launches in the USA to cut cost...

Klvr is launching in the United States with a professional-grade rechargeable battery solution that cuts costs and improves performance across live entertainmen...

14/05/2026

Shooting into the depths of Bedlam with URSA Cine 17K 65

Shooting into the depths of Bedlam with URSA Cine 17K 65 Brie Clayton May 14, 2026 0 Comments Indie feature film paired digital 65mm capture with a Bl...

14/05/2026

WeMakeColor expands with Baselight, becoming hybrid color facility

WeMakeColor expands with Baselight, becoming hybrid color facility Caroline Shawley May 14, 2026 0 Comments Boutique Mexican-based studio integrates B...

14/05/2026

Berklee's Summer in the City Returns with Free Concerts Throughout Boston Area

Berklee's Summer in the City Returns with Free Concerts Throughout Boston Ar...

14/05/2026

Chelsey Green Named to Billboard's 2026 Women in Music List

Chelsey Green Named to Billboard's 2026 Women in Music List The Berklee professor and chair of the Recording Academy Board of Trustees joins other high-pr...