FierceWireless has partnered with iSpot.tv, a TV ad measurement company with attention and conversion analytics from more than 7 million smart TVs, to bring you monthly snapshots of the TV ad impressions generated by the wireless industry's biggest campaigns. In this special year-end edition, the results below are for the top five most-seen wireless brands and ads from Jan. 1 through Dec. 17.
There were a whopping 124.8 billion TV ad impressions generated by commercials from the wireless industry over the course of 2017 through Dec. 17. Verizon eked out a win for the most-seen ads, followed by T-Mobile and Sprint.
Check out this video from iSpot detailing the top five ads of the year, and look below for details:
iSpot.tv measures TV advertising through glass-level ACR (automatic content recognition) data from millions of connected TV sets across the country. The total impressions are measured across iSpot.tv's population of TVs, extrapolated to represent impressions across all U.S. TV households.
Total impressions include national, linear, national time-shifted, local, VOD/OTT and unsupported networks. An important distinction here is that an impression means the ad appeared on a lit TV screen, but more than one person may have seen it, so we don't limit this to viewer impressions.
Here’s a detailed breakdown of the top 5 most-seen wireless ads and brands:
1. Verizon
- had 18.6% of the wireless industry’s TV ad impressions for the year.
- generated 23.2 billion impressions from 60 ads that aired over 96,000 times.
- saw the most impressions for its ads on these networks: NBC, CBS and Fox.
- saw the most impressions for its ads during this programming: NFL Football, NBA Basketball and College Football.
The Verizon ad with the most impressions (1.8 billion): “Google Pixel 2” featuring Thomas Middleditch.
2. T-Mobile
- had 17.3% of the wireless industry’s TV ad impressions for the year.
- generated 21.6 billion impressions from 91 ads that aired over 93,000 times.
- saw the most impressions for its ads on these networks: NBC, Fox and ABC.
- saw the most impressions for its ads during this programming: NFL Football, "Impractical Jokers" and College Football.
The T-Mobile ad with the most impressions (2.9 billion): “Netflix on Us.”
3. Sprint
- had 13.5% of the wireless industry’s TV ad impressions for the year.
- generated 16.8 billion impressions from 104 ads that aired over 92,800 times.
- saw the most impressions for its ads on these networks: NBC, Fox and ABC.
- saw the most impressions for its ads during this programming: NFL Football, NBA Basketball and "Impractical Jokers."
The Sprint ad with the most impressions (1.4 billion): “The Only Thing Better Than iPhone 7 Is iPhone 7 on Sprint!”
4. AT&T Wireless
- had 12.2% of the wireless industry’s TV ad impressions for the year.
- generated 15.2 billion impressions from 56 ads that aired over 63,300 times.
- saw the most impressions for its ads on these networks: CBS, NBC and ABC.
- saw the most impressions for its ads during this programming: NFL Football, College Football and NBA Basketball.
The AT&T Wireless ad with the most impressions (1.9 billion): “Everywhere.”
5. Cricket Wireless
- had 8.7% of the wireless industry’s TV ad impressions for the year.
- generated 10.9 billion impressions from 33 ads that aired over 60,000 times.
- saw the most impressions for its ads on these networks: CBS, ABC and Fox.
- saw the most impressions for its ads during this programming: NFL Football, NBA Basketball and SportsCenter.
The Cricket Wireless ad with the most impressions (1.3 billion): “Dance Dance.”
For more about iSpot’s attention and conversion analytics, visit iSpot.tv.