Tag Archives: T-Mobile

Are Super Bowl Commercial Slots Worth $4.5M?

The annual Super Bowl has come around again and much of the pre-game excitement is not only about what is happening on the field but about what will be happening during the breaks in play. The Super Bowl commercials are as eagerly awaited for some as the football itself, with studies showing that 50% of people tune in just to watch the adverts. The slots for this year’s game have been sold at $4.5 million for a 30 second slot and a staggering $8 million for a minute long commercial.
Many of the 2015 companies who have adverts in the Super Bowl release teaser trailers or pre-releases that whip up even more hype. The top ten teasers or early releases have already racked up well over 28 million views soon after being released; but expect that number to rise as in 2014 pre-releases had around 77 million views.
Below are ten of the most eagerly awaited commercials for the 2015 Super Bowl:
??         Budweiser ‘ ‘Lost Dog’
??         Bud Light ‘ ‘Coin’
??         Mercedes Benz ‘ ‘Fable’
??         Snickers
??         GoDaddy ‘ ‘Journey Home’
??         Nationwide ‘ Invisible
??         Mophie
??         Skittles
??         Kia
??         Nissan
Other advertisers include huge companies such as Pepsi, Victoria’s Secret, Old Spice and many others. These adverts have always had question marks raised about how much revenue the companies actually receive in comparison to the huge sums of money that they fork out for the commercials. Advert production expenditure tends to be more than $1 million which added to the price of buying a slot makes the overall costs astronomical. Surely however companies wouldn’t keep coming back each year to advertise at the game if it was not a worthwhile investment? A study found that 3 years ago, the 2012 Super Bowl was the most lucrative gaining $245 million in advert revenue. While the overall profit margins for some in comparison with expenditure may not be very large per company, the ability to make a memorable commercial that sticks in people’s minds and is constantly shared and repeated I believe can be priceless.
With the growing influence of social media and the ability to share the adverts online, commercials have the power to reach a huge audience way after the event. Budweiser’s ‘Puppy Love’ advert in the 2014 Super Bowl received a remarkable 1,309,403 shares just two days after the game which shows how well the advert grabbed the attention and played on the emotions of the watchers. Companies investing in a slot have a very short time to make their audience laugh, cry, or be left enthralled by their advert in order to get them to want their product. Budweiser have continued their cute puppy theme by bringing out a sequel to last year’s advert. It is not surprising that they have continued with a winning formula, however will it be a success to rival the efforts of last year or compete this year with Kim Kardashian and her selfies? We shall see after the game!

About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.

The Impact of TV Everywhere?

“It’s doing exactly what pay-TV providers have hoped it would do’ it’s cutting churn and leaving customers more satisfied with their overall service. Some 28% of pay-TV customers were more satisfied with their service (compared to 24% a year ago), and 33% said they were less likely to change providers, and improvement from 25%.

The real winner may be hybrid TV offerings. GfK said that among consumers who have a pay-TV service AND streaming services, 39% said they’re less likely to change providers and 35% are more satisfied with their pay-TV service.” Read about the the study, ‘How People Use Media: TV Everywhere/VOD,’ from GfK and the of the post here.

Idea Gathering: T-Mobile Stops Selling Contracts

“The Uncarrier” no longer offers contracts

Not just hearing but translating innovations and insights is a huge part of the value of the Total Customer Experience Leaders. Our unique idea gathering wrap-ups between sessions facilitate alignment of customer strategy inspiration with business relevant actions and have been one of our most highly rated features in the past.

Here on the blog, we’ll be presenting weekly idea gathering wrap ups of some of our favorite customer experience strategy, design and alignment news and views.
T-Mobile recently announced that it would stop selling traditional two year contracts with its phones, a move setting them apart from the other big names in the cell phone industry. In a public event T-Mobile CEO John Legere blasted these carriers including the company that just months ago almost acquired T-Mobile, AT&T. Legre stated that “Customers don’t need another AT&T, customers need someone to stop acting like AT&T’.
It’s no secret that people don’t like the long term contracts big carriers make you sign. Many people do it just to have access to the latest phone, as Legere said ‘Customers love smartphones, everyone hates contracts’.  These two year contracts originally came around for carriers to subsidize the cost of the phone upfront but customers are beginning to wonder if they’re really worth it.
Cellphone contracts are something which many consumers have begun to grow wary of and according to the New York Times the percentage of no-contract phones is expected to increase from 18% in 2008 to 30% by 2015. What’s the driving force behind this change? The biggest issue is definitely cost. 
Consumer Reports compared the costs of owning a 16gb iPhone 5 on a two year contract with big carriers or pre-paid with no contract and month to month charges. The winner of the competition was Smart Talk, a company which specializes in pre-paid, no contract cellphones. The initial cost of the phone was a whopping $650 but with two years of unlimited data at $45 a month the total cost was $1,730. 
Sound like a lot? 
It’s actually a savings of $1,110 compared to AT&T, who also caps data at 4 GB per month instead of providing unlimited data like Smart Talk. For a Verizon plan which would cap data at 2 GB per month the cost is still a little less then a thousand dollars more over two years.
Also just the idea of being locked into the same phone and company for two years is something difficult to get excited about.  Logan Abbot, president of MyRatePlan.com explained that in a no-contract system the carrier knows you can easily be gone the next month making you more valuable as a customer which (should) make customer service better.
It will be interesting to see how T-Mobile fares and if more customers begin to take Mr. Legere’s words to heart and end their contracts for the freedom and flexibility of pre-paid phones.

Jeffrey Marino is a contributing writer concentrating his focus on Business Administration, Management Information Systems, and Tech Innovations. He blogs atFordham Nights and can be reached at JMarino@iirusa.com.

T-Mobile Reigns Supreme Again in Customer Service

This post on techGEER.com highlights how even though T-Mobile’s indoor reception and network might not be 100%, its customer service is something to brag about. According to J.D. Power and Associates 2nd volume of 2009 Wireless Sales Satisfaction Study, T-Mobile USA has ranked on top of the list as the nations most satisfying wireless carrier.

The survey was conducted from January 2009 to June 2009 and it involved more than 8,000 wireless subscribers. It will be interesting to see how the other big companies like Verizon and AT&T will respond and react to these survey results.

Verizon, T-Mobile lead in wireless customer service; AT&T, Sprint below average

ZDnet reports that Verizon and T-Mobile have lead the U.S. wireless carriers in overall customer service. The report said that wireless customer service has improved overall as hold times and problem resolution has improved from six months ago.

Overall, customer care performance has improved to 735 on a 1,000 point scale. That’s up 12 points from February. Seventy-six percent of calls to customer service were resolved on first contact, up from 66 percent in February. Hold times also average 5.55 minutes, down from 6.58 minutes in February, according to J.D. Power.

Very interesting news for iPhone and Palm Pre users.

Verizon and T-Mobile Stay Ahead in Wireless Customer Service

This post on ZDNet shares that according to JD Power and Associates wireless customer service has improved overall since 6 months ago. The wireless companies that led the rankings in customer service were Verizon, T-Mobile, and Alltel.

Some significant number changes include average wait times changing from 6.58 minutes to 5.5 minutes and the percent of calls that were resolved on first contact changing from 66% to 76%. Here are other trends identified by JD Power on the ZDNet post:

  • A third of contacts are about the cost of service.
  • Among customers that contact their carrier two to three times to fix an issue, 17 percent are likely to switch carriers. If a problem is solved in one contact, 10 percent are likely to switch.
  • Fifteen percent of contacts are due to calls or text messages from carriers.