Verizon’s Super Bowl campaign continues to unfold

Who’s on Top? – January 21-27, 2019

Spend on national TV ad placements fell during the week of January 21. Without any big-ticket programming like the NFL playoffs, spending decreased by 20% compared to the week prior, reaching $957 million. Spend on new advertising saw an even bigger decrease of 42%, totaling $107 million.

Creative Spotlight

Despite the lack of NFL games being played this week, advertisers have still been busy teasing their Super Bowl campaigns. Verizon launched its Super Bowl LIII campaign nationally on January 20 during the NFL’s AFC and NFC championship games with a spot featuring NFL players and a coach who whose lives were saved by first responders. This week, the company continued its promotion by releasing follow-up ads telling the extended stories these NFL stars and the heroes that rescued them from accidents and natural disasters. To date, Verizon has spent an estimated $16 million airing the campaign nationally. 

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Verizon plans to air an additional spot during the big game after the two-week campaign build-up, as well as a 30-minute documentary expanding backstories of the first responders which will premiere at the Verizon Experience at Super Bowl Live on January 31.

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