TV Ad Spend Weekly: MetroPCS reintroduces itself as Metro by T-Mobile

As the NFL dominates where brands spend their dollars again, T-Mobile makes its MetroPCS rebrand public / Kantar Media

Brands continue to invest heavily in above-the-line content, and television is still seen as the place brands want to be. Each week, in partnership with Kantar Media, The Drum looks at which brands have been investing the most in newly-launched creative on US national broadcast and cable TV.

Ad spend on national TV fell during the week of October 8 compared to the previous week for both new and total expenditures. Total investments reached $951m, including $124m from new advertising.

Fox was the main beneficiary of both overall ($214m) and new ($37m) revenue for the week, with more than three quarters coming from advertising in NFL games. For all national TV, NFL games were responsible 36% of new TV airings ($45m).

Five years after being acquired by T-Mobile, Metro PCS officially rebranded on October 8 to Metro by T-Mobile. Along with the new name, the carrier launched a new ad campaign, spending more than $14m in one week to promote its new image and its new unlimited high-speed data plans.

As part of its rebrand, Metro by T-Mobile is also trying to change consumers’ perception of both the brand and of prepaid wireless in general, by offering 5G service and new plans that include content from Amazon Prime and Google One.

See all of the new creative submitted from around the world in The Drum's Creative Works section.

If you have creative work to submit, please upload it here.

This data is part of ongoing reporting released on a weekly basis with Kantar Media using its AdScope tool.

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