TV Advertising’s Transformation & Higher Ed’s Opportunity to Lead

Television has been a cornerstone of advertising for decades, but the way we use it has dramatically evolved. As higher education marketers, staying ahead of these changes can mean the difference between resonating with prospective students or missing the mark entirely. While TV advertising spend in North America is projected to reach nearly $70 billion in 2024, over 40% of this will go toward Connected TV (CTV) — a segment that higher ed has yet to fully leverage.

(As a reminder, Connected TV is streaming advertising shown on TV’s, OTT is streaming advertising across other connected devices like phones and tablets)

Here’s how TV advertising evolved to this pivotal moment and why your institution should take notice.

Phase 1: A New Era of Entertainment

The invention of the television in the late 1920s by Philo Farnsworth marked the start of a new way of storytelling and marketing. However, it wasn’t until 1941, when the FCC lifted its ban on TV ads, that advertising truly took off. Bulova Watch Co. made history with the first-ever TV commercial, paying just $9 to air a simple ad during a baseball game. The tagline? “America runs on Bulova time.”

This marked the beginning of what would become a multi-billion-dollar industry, transforming how brands communicated with audiences.

Phase 2: The Early Days of TV Advertising

By the 1950s, television sets had become household staples. Advertisers flooded the airwaves with commercials featuring catchy jingles and memorable slogans. The higher ed sector was largely absent, as university marketing relied on print brochures and campus tours.

The cultural phenomenon of TV advertising grew through the decades, creating opportunities for brands to embed themselves into everyday life. Institutions of higher learning, however, missed the chance to leverage this growing medium during its formative years.

Phase 3: The Golden Age of TV Advertising

The 1980s marked the height of traditional TV advertising, as networks like ABC, NBC, and CBS dominated American living rooms. Major brands poured billions into ads that aired during primetime programming, elevating commercials to an art form. Iconic campaigns like Apple’s “1984” Super Bowl ad showcased how storytelling could captivate audiences on a mass scale.

While the hefty price tag of traditional TV ads restricted overall access, some higher education institutions did leverage this medium. Larger universities and well-funded campaigns were able to promote their brands during local or regional broadcasts, often targeting parents and prospective students during major televised events. However, for many schools, cost remained a significant barrier, limiting widespread adoption across the sector.

This era demonstrated the incredible potential of television as a powerful branding tool—something that would become more accessible to higher education with the advent of more affordable digital and CTV options.

Phase 4: The Digital Disruption

The 1990s and 2000s ushered in the digital era, with platforms like Netflix and YouTube reshaping the media landscape. By 2007, Netflix transitioned to streaming, while Hulu introduced an ad-supported model, offering advertisers unprecedented control and precision.

Programmatic streaming entered the scene, allowing brands to target specific audiences based on behaviors and interests. However, with the lack of ROI measurement, higher ed marketers have been slower to adopt these tools, often clinging to traditional media buys and outdated strategies. Meanwhile, CTV and Over-the-Top (OTT) platforms gained momentum, combining the visual power of TV with the precision of digital marketing.

Phase 5: The Current State of TV Advertising

Today, we’re in the era of TV 2.0, where CTV and OTT platforms dominate. Over half of TV consumption now happens via streaming, with viewers frequently switching between platforms based on available content. For advertisers, this means endless opportunities to reach audiences with precision and creativity.

However, the higher education sector has historically been slow to adopt new technologies, often waiting for proof of concept or measurable success in other industries before jumping on board. But the future of Performance TV in this space is promising because it addresses a fundamental challenge that higher ed institutions face: reaching the right students with precision and measurable impact.

Platforms like Hulu, Peacock, and Roku provide the perfect environment for higher ed marketers to connect with students where they are. Yet, many universities still rely on broad, untargeted campaigns.

Why Higher Ed Needs to Embrace Performance TV Now

The higher education landscape is more competitive than ever, with declining enrollment and shifting demographics. Performance TV offers a unique opportunity to stand out by:

1. Reaching non-traditional students: Target adult learners, transfer students, and others who may not respond to traditional media.
2. Maximizing ROI: PTV’s data-driven approach ensures your ad dollars are spent efficiently.
3. Building your brand: Create memorable, engaging ads that resonate with prospective students and their families.

Join the Revolution

Higher education marketing is at a bit of a crossroads. 

The future is bright for Performance TV in higher education, and as technology continues to evolve, the institutions that adapt will thrive. The key to widespread adoption lies in education and collaboration, with universities partnering closely with experts who understand both the unique higher ed landscape and the growing capabilities of Performance TV. As success stories continue to build, confidence in this powerful tool will grow, paving the way for even broader adoption.

Are you ready to move beyond outdated strategies and embrace the power of CTV? Let’s connect and redefine what’s possible for your institution.