FierceWireless has partnered with iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from 10 million smart TV screens, to bring you a monthly snapshot of the wireless industry's advertising spending. The results below are for the top five biggest spenders among wireless industry brands from Aug. 1-31.
(Check out how these numbers compare with October, November and December of 2016, or with February, March, April, May, June and July of this year.)
Here’s how the top brands allocated their national TV advertising budgets:
1. T-Mobile
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spent an estimated $57.8 million on 15 spots that ran over 11,300 times.
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generated nearly 2.5 billion TV ad impressions.
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spent the most on these networks: NBC, ABC and Fox.
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spent the most on this programming: "America’s Got Talent," NFL Preseason Football and "South Park."
The T-Mobile ad with the most spend (est. $28.1 million): “Turn Your Back on Verizon”
2. Verizon
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spent an estimated $46.8 million on 15 spots that ran over 9,400 times
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generated 1.8 billion TV ad impressions
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spent the most on these networks: NBC, NFL Network and CBS
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spent the most on this programming: NFL Preseason Football, the 2017 MTV Music Video Awards and "America’s Got Talent."
The Verizon ad with the most spend (est. $15.3 million): “Food Truck” featuring Thomas Middleditch
3. Sprint
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spent an estimated $25.7 million on 14 spots that ran over 7,200 times.
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generated 1.2 billion TV ad impressions.
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spent the most on these networks: NBC, ABC and Fox.
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spent the most on this programming: "America’s Got Talent," "American Ninja Warrior" and "Love Connection."
The Sprint ad with the most spend (est. $8.2 million): “The Only Thing Better Than iPhone 7 Is iPhone 7 on Sprint!”
4. Boost Mobile
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spent an estimated $22.5 million on two spots that ran over 5,600 times.
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generated almost 863.5 million TV ad impressions.
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spent the most on these networks: CBS, Fox and NBC.
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spent the most on this programming: NFL Preseason Football, "The Late Show With Stephen Colbert" and "Jimmy Kimmel Live."
The Boost Mobile ad with the most spend (est. $20.5 million): “Easy to Switch, Easy to Save.”
5. MetroPCS
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spent an estimated $19.4 million on 11 spots that ran over 5,200 times.
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generated 986.6 million TV ad impressions.
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spent the most on these networks: Fox, ABC and NBC.
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spent the most on this programming: "America’s Got Talent," "MasterChef" and "Law & Order: Special Victims Unit."
The MetroPCS ad with the most spend (est. $11 million): “Fan: Best Deal in Wireless”
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 promotions.
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.
iSpot.tv tags over 40 different dimensions of metadata, including brand, agency, actors, products, songs, moods, URLs and other pertinent data, to create its results.