T-Mobile spends $14.8M for 2 ads during Super Bowl, scores 100M social impressions, iSpot finds

T-Mobile (NYSE:TMUS) was the top wireless advertiser during the Super Bowl, according to iSpot.tv, leveraging celebrities Drake and Steve Harvey to generate an estimated 100 million social impressions.

The nation's third-largest mobile operator was the third-most effective overall advertiser during the big game, claiming 11 percent of all advertisers' "earned digital response" from 7.9 million views on game day alone. T-Mobile's "Drop the Balls" commercial featuring a play on Harvey's noted Miss Universe gaff generated 4.3 million online views on Sunday, second among all advertisers only to a Budweiser ad. And T-Mobile's Drake spot "Restricted Bling" drove 570,000 social actions.

T-Mobile spent nearly $14.8 million to air two spots during the game, generating 6.8 million Facebook views, more than 8 million overall online views and 131 million TV impressions. No other carrier was among the top 60 advertisers.

No smartphone vendors were listed as top advertisers either, although Fitbit spent $4.9 million to air a single commercial.

Interestingly, Verizon was largely silent during this year's game but was the biggest-spending advertiser from any industry during the 2015-2016 NFL season. The largest U.S. mobile carrier spent more than $133 million on TV commercials during NFL games during the season, topping Ford ($106 million) and Toyota ($94 million). Samsung Mobile spent $94.5 million during the NFL year, ranking eighth among advertisers.

Wireless service providers spent $265.6 million on TV ads during NFL games this season, third only to auto makers and fast food chains. Mobile device vendors spent $175.3 million, ranking eighth among vertical markets.

For more:
- see this iSpot.tv page

Special Report:  The top 10 advertisers in wireless in 2015: From AT&T to Straight Talk

Related articles:
Sprint's retreat from Virgin and prepaid underscore strength of MetroPCS and Cricket
Report: AT&T beats Verizon with most effective ads, leads with latest 'strongest 4G LTE signal' commercial

Article was updated at 3:30 p.m. ET to clarify that T-Mobile ran two spots rather than four.

Sponsored by ADI

What if we were never truly alone? Our next-gen communications technology can help people in even the most remote places stay connected.

What if there were no ocean, desert, mountain or event that could ever keep us from telling our stories, sharing discoveries or asking for help? ADI’s next-gen communications technology could keep all of us connected.

Suggested Articles

AT&T has shifted its Cricket prepaid brand to a 100% authorized retailer model, according to Wave7 Research.

The FCC decided to extend the timeline for responding to Huawei's application for review until December 11.

All operators are trying to understand the intersection between their networks and hyperscale networks. But who gets the lion's share of the revenue?