Quickly expanding online education companies are spending millions to advertise their programs to students, according to a USA Today analysis. Brick and mortar charter schools also spend time and manpower to market their schools.
The USA TODAY analysis finds that 10 of the largest for-profit operators have spent an estimated $94.4 million on ads since 2007. The largest, Virginia-based K12 Inc., has spent about $21.5 million in just the first eight months of 2012.
The analysis is based on ad buys and rates compiled by Kantar Media, a New York-based provider of “media and marketing intelligence,” but the figures are only estimates.