Nielsen has released its latest Ad Intel and Consumer and Media View (CMV) data, revealing a significant uptick in the number of Australians seeking higher education and the amount institutions are spending to attract them. The data paints a picture of a tertiary education sector in Australia that is increasingly competitive and diverse.

According to the data, the percentage of Australians aged 16 and above intending to study at TAFE or University in the next 12 months has risen from 7% in 2019 to 22% in 2024. This surge in interest has been met with a corresponding increase in ad spend by tertiary education providers. Between July 2023 and June 2024, these institutions spent a combined $175.5 million on ads, a 19% increase from May to June 2024. Social media accounted for 60% of the total ad spend.

“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,” said Rose Lopreiato, Nielsen Ad Intel’s Australia Commercial Lead.

The largest group intending to undertake tertiary study within the upcoming year are high school graduates aged 16 to 17. Of those wanting to pursue tertiary education over the course of the following year, 75% are currently employed, and 54% are parents or have children at home.

“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,” said Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics.

Interestingly, Australian secondary students looking to pursue tertiary education in the next 12 months are 75% more likely than the average population to respond to online ads, 2.5 times more likely to click on video ads, and almost 2.8 times as likely to click on banner ads. Furthermore, 32% find online and mobile ads useful if tailored to their interests, which is 48% higher than the average population.