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 five top-spending brands in the wireless industry over the past month.
Though neck and neck with its chief competitor through most of November, Verizon closed out the month by spending an estimated $1.2 million more than AT&T. T-Mobile holds onto third place in iSpot's ranking, while AT&T's Cricket Wireless has continued to increase its spending, taking fourth place and knocking Sprint down to fifth. Overall, the wireless industry spent $189.3 million placing commercials on TV in November.
Here are the top 5 ads for November in terms of total spending:
1. Throughout the month, Verizon targeted a large number of high-value placements. Of the 3,622 Verizon commercial airings, 1,249 of them occurred during primetime across 64 networks and 847 shows. Of the estimated $40 million Verizon spent in November, the bulk went towards its "Better Network" campaign, with particular emphasis on the "A Better Network as Explained by J.J. Watt Chopping Wood" spot.
2. AT&T falls in iSpot's ranking for the first time in four months, but trails only slightly behind Verizon. AT&T ran commercials 8,464 times across 95 networks in November, spending most heavily on a new holiday ad, "Rudolph: Reindeer Games." It's already aired more than 200 times since debuting on Nov. 20.
3. T-Mobile spent an estimated $30.6 million on TV ads in November, with 6,893 airings across 57 networks and 1,009 shows. In particular, T-Mobile continued the push of its "Binge On" campaign, spending over $10 million on ads around its new video-streaming offering.
4. Cricket Wireless may rank fourth in overall spending, but its "Christmas Sweater" had the biggest push of any wireless ad on TV in November. This one ad, given over 750 airings, accounted for over 50% of the brand's spend for the month. In total, Cricket Wireless spent an estimated $23.8 million placing 12 different ads on TV 3,444 times in November.
5. Sprint spent a little over $23 million on TV ads for the month. Just about half went toward placing "The Biggest Deal in U.S. Wireless History," which has already aired 1,784 times since its debut on Nov. 20.
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.
In the last 30 days, the company tracked 710.2 million explicit interactions with TV ads across 101.5 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.