Ad-measurement company, iSpot, has measured the four national American carriers’ consumer engagement associated with television video advertisements. A report released shows the engagement achieved together with the advertising spend between the period of March 16 to April 15, based on the number of online and social website actions. All up, AT&T is reckoned to have spent over $109 million on video advertising in these thirty days and this investment captured over 60% of cellular carrier customer engagement. America’s second largest carrier ran twenty one adverts over eighteen thousand times on national television. The most reacted commercial is AT&T’s “Your Network,” which accounted for around twenty percent of the overall industry engagement and one third of AT&T’s figures. This advert generated more than a million online views and over fourteen thousand social actions.
America’s largest carrier, Verizon Wireless, is estimated to have spent $41.5 million for a little under 24% of industry engagement. The most popular advert is “A Better Network as Explained by Ricky Gervais, Part Two,” which is one of a series featuring the British comedian. This particular advert caught almost 800,000 views and amounted to over 30,000 searches: clearly customers are interested in network performance statistics. The third largest carrier, T-Mobile USA, spent an estimated $43 million running seventeen different adverts six thousand times during the thirty days, but the company’s engagement was lower than Sprint. T-Mobile USA’s most successful advert is “Not Us,” amounting for 36% of T-Mobile’s engagement. “Not Us” appeared during the 2016 NCAA men’s basketball tournament and The Walking Dead.
As for Sprint, iSpot’s report shows that their most successful advert is “How It Feels,” which discusses the carrier’s iPhone Forever plan. As with T-Mobile USA, this advert was aired during The Walking Dead but it also showed during The Voice. “How It Feels” generated 737 million customer engagements from an investment of approximately $38 million, accounting for just over 9% of all engagements – more than T-Mobile USA.
The conclusion of the iSpot report is that AT&T is now “once again the king of wireless TV advertising.” Certainly, their engagement figures are much higher than the other carriers, but the company also invested a significant amount into generating this mindshare. More than $3 million a day but it appears that the carriers do get what they pay for.