New data from Nielsen reveals that Australian tertiary education institutions have significantly increased their advertising spend over the past year, with spend up 19% between May and June alone.

According to the data, the sector has reportedly spent more than $175 million on ads in the last 12 months, with investment dominated by social media, as institutions race to reach new students in the digital age.

The trend coincides with a dramatic rise in the percentage of Australians expressing an intention to study at TAFE or university in the next 12 months. The figure has soared from 7% in 2019 to 22% in 2024, indicating a growing interest in tertiary education among the Australian population.

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

Nielsen data also reveals that 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. They are 2.5 times more likely to click on video ads and almost 2.8 times as likely to click on banner ads. Additionally, 32% find online and mobile ads useful if tailored to their interests, a figure that is 48% higher than the average population.

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

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