Ad Performance Among the Tough Competition of Pre-Paid Wireless Carriers
March 28, 2022
Some only think of the major carriers such as AT&T, Verizon, and T-Mobile and plans that include unlimited data, deals on devices, and subscription perks when it comes to wireless networks. However, pre-paid wireless plans have been gaining popularity in recent years, especially as more major carriers come out with pre-paid options.
As the market becomes more crowded, pre-paid wireless carriers need to amp up their advertising to not only break through to existing consumers but also to post-paid customers in the hopes of getting them to switch to a pre-paid option. Using our industry-leading ad effectiveness measurement solution Phoenix Brand Effect, we analyzed the recent ad performance amid the stiff competition among pre-paid wireless carriers.
Cricket Wireless took the win for all three metrics with their ad “It’s Fast,” featuring WWE professional wrestler Charlotte Flair. Not only was the ad engaging and visually appealing, but their use of one of their brand characters combined with their trademark sound at the beginning of the spot earned them a high Brand Linkage score of 77% (norm 40%.) It is also worth noting that a big driver of this particular ad’s performance is its media placement and integration, specifically within WWE programming, where Cricket Wireless is also a major sponsor.
Metro by T-Mobile’s ad “Upgrade to 5G” came in as the runner-up, aided in a big way by their solid branding. While their ad didn’t score as high for Ad Memorability, their simplicity and heavy use of brand colors earned it great branding, even coming close to the Brand Linkage score of Cricket Wireless.
TracFone’s “Influencer” had performed well within their targeted segments of 35-49-year-olds, who were up to four times more likely to remember the ad than the younger cohorts. When looking at a younger segment of only 18-49-year-olds, the ad’s Brand Linkage was only 25%, significantly below the norm. However, the goal of the ad does seem to target older segments, as the spot makes fun of influencers and anyone who would watch a movie on their phone.
Interested to see how these ads performed on an overall campaign level? Drop us a line!
Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).