Digital Audio: The Sonic Secret to Back-To-School Success

It may feel like spring just sprung, but if you’re a back-to-school season advertiser, now’s the time to start planning your summer campaigns. And we’re here to tell you why digital audio should be at the top of your back-to-school advertising list.

As summer winds down and school prep ramps up, inboxes, screens, and speakers are flooded with ads. While other channels fight for attention, digital audio delivers high engagement and real impact during the back-to-school season. With podcasts in our pockets and playlists on loop, today’s parents and students are tuning in like never before—and savvy marketers are turning up the volume. Why? Because digital audio isn’t just background noise anymore—it’s the soundtrack to modern life, and it’s hitting all the right notes for back-to-school campaigns.

Digital audio is where advertisers reach on-the-go listeners where other media can’t—right in their ears during peak back-to-school shopping moments. We’ve got the insights to help you meet them where they are, so let’s start with the stats—because in the world of marketing, nothing makes the grade like data.

Audio Meets the Moment For Back-To-School

Picture this: A parent sipping coffee, making lunches, and mentally checking off the back-to-school list—all while a soothing playlist or podcast plays in the background. These micro-moments are gold for advertisers and audio wins them. Add in the fact that streaming audio is a daily companion for parents with children under 18, acting as the soundtrack to daily routines, like cleaning (71%), cooking (56%), commuting (42%), and running errands (40%), and it’s clear: audio isn’t just “on,” it’s on point. 

Unlike visual media, digital audio doesn’t demand a screen. It goes where parents go—from the carpool lane to the kitchen counter—and reaches listeners during moments when they’re most receptive, focused, and ready to act. In fact, nine in 10 podcast listeners who are parents of children under 18 say they appreciate the ability to take podcasts with them anywhere, while doing other things and 92% have taken any action after hearing a podcast ad. Digital audio reaches decision-makers in real moments, drives real action, and delivers real results. 

From Cart to Classroom: Parents Have the Purchasing Power

When it comes to back-to-school, audio is in session—and parents are listening. According to a Pandora Soundboard Study examining back-to-school behaviors and insights, among parents of current students, over half (51%) have children enrolled in grades six through 12, and 96% of them participated in back-to-school shopping last year. Here’s where the real magic happens: Parents are the MVPs of back-to-school buying. From clothes and tech to snacks and supplies, they’re steering the cart (and the spend). And as digital audio ads are less interruptive and more immersive, they build familiarity, spark curiosity, and drive action. When done right, they become part of the listening experience, not a break from it.

Shopping Early & Spending More

Given today’s economic climate and rising costs, parents are especially drawn to back-to-school campaigns that spotlight deals, savings, and value. Promotions on in-demand essentials aren’t just appreciated—they're driving attention and motivating purchases. Unsurprisingly, 63% of parents of current students say sales, promotions, or deals influenced their back-to-school purchases and half (52%) say they shopped for back-to-school items during summer sales events. However, back-to-school shopping doesn’t just start and end during the summer, parents are taking action throughout the school year to stay mindful of their wallets—one in three say they like to take advantage of sales and deals all year round for back-to-school items and 25% say it’s easier on their budget and finances to spread out their back to school spending. Make sure your brand is engaging parents during the everyday moments that drive back-to-school purchases and in their ears when it matters most.

Easy on the Wallet, Big on Value 

As inflation continues to shape their shopping habits, parents are more intentional than ever with how and where they spend their money. Gone are the days of spontaneous splurges and last-minute hauls. Today’s parents are planners, price-checkers, and deal-seekers—and they’re not just looking for savings, they’re looking for brands that get them. This means advertisers should focus on brand messaging that speaks to parents' needs. Whether it’s through early-bird promotions, bundle discounts, helpful checklists, or even just thoughtful messaging, parents are gravitating toward companies that make them feel seen.  

Among parents of current students, three in four say that the price of products is a key factor when deciding what retailers to shop with, followed by the availability of products (59%), and the quality of products (53%). And on average, they shop at 3.5 retailers for back-to-school items, leaning into brands that offer real value and a wide variety of products. Digital audio offers an especially powerful opportunity for brands to connect with parents on a human level. Whether they’re catching up on a podcast during their commute or streaming a playlist while packing lunches, parents are actively listening—and that makes it the perfect channel to reach them with authentic, value-driven messaging.

Perks Parents Notice, Rewards They Remember

For parents of school-aged kids, back-to-school season is more than just a shopping moment—it’s a logistical juggling act. That’s why the small conveniences retailers offer can make a big impression on parents and a big impact on an advertiser's ROI. In short, it’s not just what you’re selling—it’s how easy you make it to buy. For parents, that ease is everything. And for brands, it’s the key to making a lasting impression during the back-to-school rush.

A consumer-centric marketing strategy is the best way to win parents over this shopping season. When brands highlight these perks in the right place, like digital audio ads, they become even more powerful. In fact, parents of current students are more open than ever to brands that meet them where they are—especially those they hear from in trusted, personal environments like podcasts and streaming audio. Whether it’s a podcast playing during a grocery run or a playlist during a late-night supply search, audio captures parents in real-time moments of decision-making. Advertisers who use digital audio to showcase shopper-friendly benefits are more likely to grab attention and drive action.

Impressed by Perks

Whether they’re tuning into podcasts over breakfast or jamming to playlists during school pickups, the back-to-school season will be here before you know it—and so is the opportunity for brands to plan campaigns designed to connect with consumers in meaningful, impactful ways. And with parents shopping more intentionally than ever, digital audio is uniquely positioned to influence those purchasing decisions in real time. For advertisers, the message is clear: If you want to reach the people driving back-to-school purchases, it’s time to turn up the volume. Digital audio isn’t just part of the media mix—it’s the secret weapon for driving awareness, engagement, and action when it matters most.

Now’s the moment to make your message heard—because when it comes to back-to-school, digital audio delivers an A+. Download the Back-to-Class Advertising Guide. And it you're ready to get started, let’s talk. 

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