T-Mobile US (NYSE:TMUS) leads the Tier 1 wireless carriers in what is known as digital "share of voice," according to iSpot.tv, a research firm that tracks and analyzes TV advertising. Share of voice is an ad revenue model that focuses on weight or percentage among other advertisers in a given market. T-Mobile has around 60 percent of the "digital SOV," according to iSpot.tv, meaning it has a disproportionate share of mentions and influence in digital and social media. That lets T-Mobile attract and capture younger customers.
"Digital SOV is generally a good measure of success, but for T-Mobile, digital leadership is particularly important. CEO John Legere has made it his mission to break the rules and disrupt the industry; a strategy that largely appeals to a younger demographic," iSPot.tv noted in a blog post. "This is apparent when you note that T-Mobile, more than any other wireless company, had a clear correlation between tweet sentiment and net additions. This means that T-Mobile's customers are actively voicing their opinions online and listening to the opinions of others. By capturing this young and vocal demographic now, they can lock them in for life."
"T-Mobile has capitalized on this knowledge by tailoring its marketing to appeal to millennials," iSPot.tv added. "It frequently features up and coming musical artists in its ads, creates youth oriented Un-carrier offerings (cost-conscious plans and deals on data and music streaming) and carefully chooses millennial friendly celebrities: Chelsea Handler, Sarah Silverman, Bill Hader, Kim Kardashian and the latest, Joel McHale, all to measurable results. T-Mobile's digital domination is no coincidence; it's a carefully constructed strategy that, so far, is succeeding."
T-Mobile COO Mike Sievert alluded to the company's strong use of social media to advertise its brand during the carrier's second-quarter earnings conference call. He said that "the fact that we're using our community and the fact that we've created a consumer revolution and put our brand on the side of the customer, we're getting an amplification out of our dollars that our competitors, just simply can't match." Post