AT&T, T-Mobile Deal Collapse Is Good News for Ad Sellers
Publishers no longer face the disappearance of wireless telco ad budgets.
Publishers no longer face the disappearance of wireless telco ad budgets.
The unraveling of AT&T’s $39 billion bid to acquire T-Mobile, reported today by the Wall Street Journal, is a happy development for online media sellers – who will be spared the merger of two large ad budgets.
AT&T is the second largest U.S. advertiser across all media and the sixth largest buyer of online ads. It spent $186.8 million on paid search and display advertising during the first nine months of 2011, according to Kantar Media. That’s 11 percent more than it forked over in 2010 – all the more remarkable when you consider that the company’s ad spend slowed dramatically in the weeks after it inked the agreement to buy T-Mobile. (According to Kantar, T-Mobile and AT&T both increased their media spending as government approval of their deal looked doubtful.)
Meanwhile T-Mobile is a smaller but still important source of demand for display ad sellers. The wireless brand boosted its online display spending significantly in each of the last two years, spending 37.4 million in 2009 and $53.8 million in 2010 (see chart below).
While one can’t be sure the companies would have reduced their combined marketing spend post-merger, that’s typically been the way with such deals.
T-Mobile Online Display Ad Spending | ||||||
---|---|---|---|---|---|---|
Annual in Millions, 2006-2010 | ||||||
2006 | 2007 | 2008 | 2009 | 2010 | ||
$35m | $29m | $39.3m | $37.4m | $53.8m | ||
Data provided by Kantar Media, 2011 |
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceSince 2011, Google and Apple have been competing to be the most valuable, according to Millward Brown Digital's annual report. This year, Google is ba...
View articleA new study from Kantar Media has found that 77 percent of brands are using national TV advertising exclusively. Read More...
View articleMillward Brown's BrandZ finds other social platforms are "social climbers" too. Read More...
View articleSearch and display investments both fell about 6 percent. Read More...
View articleInsurance, legal, and medical services firms slashed their search spend this year, researcher says. Read More...
View articleFord is among the brands running cross-media campaigns through AT&T's AdWorks network. Read More...
View article