New Numerator Back to School Index Shows Ads and Promotions Down 50% as Consumers Wait for Opening Plans
CHICAGO, July 20, 2020 /PRNewswire/ -- Numerator, a data and tech company serving the market research space, has launched a Back to School Index to understand how brands and consumers are managing through the uncertainty of school openings. The index monitors ad spend, promotional activity, and purchase behaviors versus a year ago to quantify shifts in everything from advertising strategy to consumer behavior. The index will be published weekly through mid-September. Numerator Survey data is included to add insight into consumer sentiments.
Key findings include:
The third component of the index, on BTS purchasing behavior, will be live later in July. Early insight into consumer sentiment includes:
A note on methodology:
As the only omnichannel consumer insights panel in the US, Numerator can quantify consumer behavior for the same household across channels, retailers and trips to provide a faster, more complete look at their purchase behavior. This provides brands the ability to stay ahead of changing consumer behavior and adjust their marketing and promotional tactics to reach and influence consumers where they shop.
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