Verizon's "Next Gen of Wireless" Wins the Week
Who's on Top? 8/29-9/4
Advertisers spent $120 million on new creatives airing on national television during the week of August 29th, a gain of 17 percent from the week prior. Macy's spent heavily promoting its Labor Day sale, allowing it to inch ahead of Verizon and claim the top spot.
Verizon may have lost to Macy’s for expenditures, but the telecom provider won in the creative arena for the second week in a row. Debuting only two new creatives this week, Verizon introduced its “Next Gen of Wireless,” an advancement that was presaged the previous week in an ad disguised as a music video featuring pitchman Jaime Foxx.
The majority of spend ($5.3 million) was allocated towards a 30 second spot, the most expensive spot of the week among all advertisers. The remainder of the budget was placed with an extended 60 second version of the ad. Both spots debuted on August 29th and have since aired a total of 843 times across 50 networks.
The creative in these ads feature iconic images of the U.S. with the announcer stating "this is not the land of good enough." And since Verizon doesn't settle for good enough either, the next gen network has been introduced – Verizon LTE advanced which is declared to be America's largest, fastest 4G LTE network ever. The message in this ad is yet another rebuttal to Sprint’s claim that its network reliability is now “within 1% of Verizon’s.”
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