Australia's higher education sector spends more on advertisement, says report

In the past year, the education sector of Australia has invested $175 million in advertising and between May and June this year, the investment in advertising increased by 19%. The sector is doing this to attract more students to university.

The data has revealed that the amount invested during May and June this year has alone increased by 19%.

The higher education sector in Australia has reportedly invested over $175 million on ads in the last 12 months and the majority of the investment was seen in the social media platform to attract new students in the digital age.

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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," as reported by Mi3.

Nielsen’s Pacific Head of Advanced Analytics, Glenn Channell, said: "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."

Reportedly, there is a rise in the percentage of Australians expressing an intention to study at TAFE or university in the coming period, the percentage has increased to 22% in 2024 from 7% in 2019, which reflects Australia's increasing interest in tertiary education. The school graduates aged 16 to 17 are the most interested in enrolling in tertiary education.

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