"Universities are spending more than 50 percent less on advertising than they were 10 years ago. According to data compiled by the Postsecondary Education and Economics Research Center at American University, after peaking at $1.29 billion in 2014, advertising spending by higher education institutions dropped to $600 million in 2022. The number of institutions buying ads has also dropped, from a peak of 46 percent of the sector in 2010 to about 35 percent in 2022."
"Researchers drew on proprietary data from Nielsen to track colleges' spending on paid commercial advertising on television, radio, outdoor locations, websites and social media. Spending by media type shows a steep decline in local and national TV ads, from more than $500 million in 2014 to less than $200 million in 2022. Unsurprisingly, digital ads rose swiftly from 2016, peaking at $500 million in 2019, and just as quickly fell to less than $100 million after 2020."
Advertising spending by U.S. higher education institutions declined from $1.29 billion in 2014 to $600 million in 2022, a drop of more than 50 percent. The share of institutions buying ads fell from 46 percent in 2010 to about 35 percent in 2022, leaving more than half of colleges not advertising. For-profit colleges account for about 88 percent of the total decline, with heightened federal scrutiny and enrollment drops at for-profits likely contributing. Averages are skewed by a few large spenders (mean $475,000 versus medians of $98,000 for for-profits, $56,000 nonprofit, $73,000 public). TV and digital ad spending tumbled while outdoor media remained around $120 million, indicating a focus on local recruitment.
Read at Inside Higher Ed | Higher Education News, Events and Jobs
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