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TV may be the most expensive, but it may not be the most effective way of reaching the back-to-school crowd, one study showed.

As the second-most crucial shopping season, back-to-school time attracts big marketing dollars. Last year, the period saw $251 million in advertising spending, up 12% from 2015, according to Kantar Media.

For the period between June and early August, however, parents paid 8% less attention to back-to-school ads on TV than non-parents, according to a study from TVision Insights, which measures consumers’ attention to TV. Parents may be more distracted than non-parents, says Dan Schiffman, chief revenue officer and co-founder of TVision.

Continue reading at AdAge.com