Verizon and AT&T aren't spending top dollar to advertise the iPhone X


The latest ad spending data from the big four US carriers is in, and it turns out that only one of the top 5 most expensive advertising outlays features Apple's latest and greatest iPhone X. Apple is not known for throwing presentation and training resources to carrier reps, nor does it need to, as its cult status allows it to get away with what other brands couldn't, and this attitude shows in the amount of money carriers pour into advertising its gear - not that much relative to the fact that  more than 40% of cell phone users in the US are rocking an iPhone. The iPhone X has also been in short supply since its inception until a few days ago, so that might be another reason carriers didn't feel the need to pour extravagant amounts of money advertising a phone whose demand outstripped supply at the time.

Overall, carriers spent no less than $306.4 million for ad spots in November, a big rise from October’s $271 million, reflecting the big holiday shopping craze push, and Verizon was once again the biggest spender with $88.7 million for 13 total spots. The most expensive ad impressions went to Verizon as well, for the "Google Pixel 2: 50 Percent Off" ad with Thomas Middleditch that cost it $30.2 million. 

Big Red was followed by T-Mobile with $16.5 million for "Holiday TWOgether", and Sprint was third with said $13.4 million "iPhone Season: iPhone X" ad that was the only large carrier spot that featured Apple's latest explicitly. As usual, AT&T isn't spending much on TV advertising, and came in fourth with $36.3 million on 10 spots, $23.5 million of which went to the "iPhone 8: Spokespeople: More" clip showings, making two out of the top five carrier ad dollars going to an Apple handset 

source: iSpot via FierceWireless

Related phones

iPhone X
  • Display 5.8" 1125 x 2436 pixels
  • Camera 12 MP / 7 MP front
  • Processor Apple A11 Bionic, Hexa-core, 2390 MHz
  • Storage 256 GB
  • Battery 2716 mAh(21h 3G talk time)

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5 Comments

1. midan

Posts: 2696; Member since: Oct 09, 2017

Not living in U.S and i haven't seen any paper or tv ads for X. No point to do that because you can't get the phone from anywhere. If you want one it's atleast one week wait

2. Cat97

Posts: 1857; Member since: Mar 02, 2017

Pixel 2 ad for 30 million ? I can bet Google paid them the ad money, it's impossible for Verizon to be that stupid.

3. sissy246

Posts: 7065; Member since: Mar 04, 2015

Why wast money on something that has nothing special about it, and has that ugly notch.

4. tokuzumi

Posts: 1862; Member since: Aug 27, 2009

Carriers probably make more money selling Android devices, than they do selling Apple. Samsung and Google may offer incentives if they sell a certain number of devices. It's doubtful Apple has anything similar. Businesses will go to where the money is.

5. mootu

Posts: 1499; Member since: Mar 16, 2017

More than likely true, one retailer was recently quoted saying that they only get around 1% of an Apple phones selling price where it was around 10% of a Samsung device. They also said they hated selling Apple devices because of this and that Apple were very difficult to deal with. Best Buy have also said that they make absolutely nothing from selling an unlocked Apple phone.

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