University of Phoenix targets working adults

Who’s on Top? – July 23-29, 2018

Spend on new national TV ads took a hit the week of July 23 with a total of $72 million, a decrease of 42% compared to the week prior. Overall expenditures weren’t as dramatically affected. Spend on total national TV dropped by 4%, reaching a total of $856 million.

With no major live events taking place during the week, reality shows were the main driver of ad revenue for both new and repeat creative, generating $19 million of new expenditures and $176 million overall. America’s Got Talent ranked as the number one program for ad spend. Advertisers spent $30 million on TV spots during the talent show competition, including $5 million spent on new commercials.

Creative Spotlight

As parents prepare to send their children back to school, University of Phoenix is tapping into a different student market – working adults. The university’s newest commercial, released on July 23, features a woman trying to juggle earning her degree along with having a full-time job, until she sees a flyer promoting degrees designed for working adults.

The spot is intended to inspire students and the tagline “Universities weren’t built for working adults, until John Sperling built one,” is meant to highlight its founder’s mission to offer an education that works for the working.


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