FierceWireless has partnered with TV advertising measurement firm iSpot.tv to bring you a monthly snapshot of the wireless industry's advertising spending and digital engagement. The results below are for the top five biggest spenders among wireless industry brands in April.
Last month the wireless industry spent an estimated $217.2 million, with AT&T leading the pack for TV spend across the industry. Cricket Wireless reached the top five ranking in April with 7.7 percent of the TV spend, surpassing March's fifth-place holder Straight Talk Wireless. All in all, 19 brands ran 102 spots 39,559 times for a total of 9.7 billion TV ad impressions.
Check out how these figures compare with November, February, and March.
Here are the top 5 ads for April in terms of total spending:
1. AT&T continued to dominate in April, running 20 spots 10,096 times for a total estimated spend of $67.4 million. Accounting for 31 percent of the industry's spend in this period, the company's spots aired heavily during the 2016 NCAA Basketball Tournament as well as during NBA basketball games. The top ad, "Stream It All," gained momentum with an estimated spend of $28.9 million over 6,000 airings. In total, AT&T's ads had almost 2.9 billion TV ad impressions in April.
2. T-Mobile held on to second place in April with an estimated spend of $36.8 million. The brand ran 15 spots 5,160 times, with its top ad "Data Done Differently" airing 2,159 times and commanding an estimated spend of $21.5 million—more than half of T-Mobile's total TV spend for the month. T-Mobile's ads received almost 1.3 billion total impressions in April.
3. Verizon moved up the ranks last month, edging out Sprint for third place with an estimated spend of $34 million for 14 spots that ran a total of 6,143 times. It continued pushing its Ricky Gervais ads, with the top spot, "A Better Network as Explained by Ricky Gervais, Part 3," garnering $10.8 million in estimated TV spend, with an estimated $2.3 million of that during the 2016 NCAA Basketball Tournament. In all, Verizon ads had over 1.3 billion TV ad impressions in April.
4. Sprint slipped to fourth place in April with an estimated spend of $27.8 million. It ran 10 spots 5,993 times, leading to 1.5 billion TV ad impressions for the month. Sprint's top spot, "Unlimited Data From Sprint. It's the Smart Choice," had an estimated TV spend of $10.8 million and over 596 million TV ad impressions.
5. Cricket Wireless made an appearance in the April ranking by running 8 spots 3,847 times for a total estimated spend of $16.6 million. Its ads aired heavily during NBA Basketball, with 1,654 airings of the top ad, "Wrecking Ball," for over 494 million TV ad impressions—over half of Cricket Wireless' 886 million total impressions for the month.
iSpot's data does not include co-promotions or local market data. Click here for more on iSpot.tv's methodology.
The company's software leverages proprietary audio and video fingerprinting algorithms to automatically identify and extract TV commercials, movie trailers and show promos.
The company tracks hundreds of millions of explicit interactions with TV ads across roughly 100 million unique consumers. These interactions include video plays, searches and social activity. The company also analyzes online views across YouTube and iSpot.tv, searches on Google, Bing and Yahoo! and social activity on Facebook (including Facebook private views) and Twitter.
The company tags over 40 different dimensions of metadata, including brand, agency, actors, products, songs, moods, URLs and other pertinent data, to create its results.