According to a recent study conducted by TV ad measurement company iSpot in collaboration with FierceWireless, Verizon was the industry’s top spender in TV advertising throughout November, followed by T-Mobile, Sprint, AT&T, and MetroPCS. In overall, an estimated $306.4 million was spent on TV advertising by wireless companies last month, up from $271 million in October. 124 TV ads from 18 brands ran more than 55,400 times, leading to 14.7 billion TV ad impressions.
Verizon Wireless ran 13 TV spots for over 8,400 times in November and spent an estimated $88.7 million on the endeavor, generating nearly 2.9 billion TV ad impressions. The company prioritized its ads on NBC, CBS, and Fox, and mainly targeted programs including NFL Football, College Football, and the Macy’s Thanksgiving Day Parade. The TV ad backed by the most spending was the ‘Google Pixel 2: 50 Percent Off’ spot which cost Verizon an estimated $30.2 million. T-Mobile was the second biggest spender in TV advertising over the course of the last month, generating 2.7 billion TV ad impressions following an estimated $59.4 million investment in 20 spots that ran over 9,600 times. The company prioritized NBC, Fox, and ABC, as well as programs including NFL Football and College Football, and the 2017 World Series. T-Mobile spent an estimated $16.5 million for the ‘Holiday TWOgether’ ad alone. Sprint is the third US network operator to earn a place on the podium with an estimated spending of $39.7 million on 17 TV ads that ran over 7,200 times, generating 1.8 billion ad impressions. Like T-Mobile, Sprint’s TV networks of choice were NBC, Fox, and AMC, and the operator focused on shows like The Walking Dead, NBA Basketball, and NFL Football. Its most popular ad that saw the most spending was the ‘iPhone Season: iPhone X; TV spot with an estimated commitment of $13.4 million.
The fourth and fifth places have been occupied by AT&T and MetroPCS, respectively. The former network operator ran ten spots over 3,800 times and spent an estimated $36.3 million while generating 1.2 billion ad impressions. Its ads were prioritized on CBS, NBC, and ABC, and they ran mostly on programs oriented toward the NFL, as well as South Park. Meanwhile, MetroPCS generated 1.4 billion TV ad impressions and spent an estimated $25.7 million on 11 ads that ran over 6,100 times. Its networks of choice were Fox, ESPN, and CBS, and the operator prioritized shows like NFL Football, NBA Basketball, and Family Guy. Refer to the videos below for a quick look at the two of the most expensive TV ads in November.