There are a ton of football games on any given week. In the NCAA football games, you’ll see colleges advertising their institutions, but the audience for television is missing teens who are rapidly pulling from traditional TV and headed to other video sources.
Making reaching teens even more difficult is the fact that teens are more influenced by friends, influencers (bloggers, Instagram, YouTube and Snapchat) than by their family members, celebrities or athletes. So if that TV ad is targeted at parents, it is probably not working either.
The Piper Jaffray annual survey found that Apple is a leader with teens, and 86% say that the iPhone is their next phone. More than 50% of teens say Amazon is their top online shopping destination. Nike is No. 2. Eighty-five percent of teens surveyed use Instagram, and 81% use Snapchat. Only 31% say they use Facebook.
Teens have always been outliers of marketing, even when we didn’t want to believe it. The change in influencers leading purchase decisions will really impact college decision-making in the future.