25 Days of Data - Day 25

On the final day of our 25 Days of Data – we take a look at how advertising played a part in promoting the launch of the new iPhone 8 and iPhone X.

With the release of the new iPhone 8 on September 22, Apple went all in on one individual new ad this week, spending over $5 million to promote the latest edition of the smartphone. There are however two different versions of the commercial respectively ending with tags showing the AT&T logo ($5.0 million) and the T-Mobile logo ($0.2 million).

The ad first appeared on September 23 during a college football game on ABC and to date has aired nationally 73 times and locally 19 times. The majority of spend ($3.1 million) has been placed during NFL games. Only the AT&T branded version has aired during football games. The T-Mobile version has been split among just three programs – The Last Ship, Big Bang Theory and Seinfeld.

AT&T also leveraged the iPhone 8 release as a way to pump up sales with their one new commercial this week. Similar to Apple, AT&T invested heavily on NFL programming, spending nearly half of their weekly budget ($1.7 million) purchasing spots during games. Overall, the ad has aired 47 times nationally, with only seven of those spots occurring during professional football. There have also been 739 instances of the ad appearing on a local level.

The iPhone X didn’t start advertising until the week of 27 September and to date the spend for national TV

  • iPhone 8: $35.4 million 
  • iPhone 8 Plus: $20.3 million 
  • iPhone X: $39.8 million

Data first appeared “Apple is in the limelight for new advertising

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