Verizon: ad spend in the U.S. 2009-2018

In 2018, Verizon invested 2.68 billion U.S. dollars in promoting its products in the United States. That same year, the telecommunications company generated close to 1301 billion U.S. dollars in revenue.

Verizon Communications highlights

Verizon’s brand value stood at nearly 63 billion U.S. dollars in 2018, an decrease of ruoghly three billion dollars compared to the previous year. In 2017 the telecom major attempted to revamp its marketing strategy, by launching a new ad campaign to transition from being just a wireless carrier to focusing on its technology products. The campaign titled “Humanability” was aimed at showcasing the influence of Verizon’s network capabilities on the wellbeing of people (remote surgery with the aid of robot), communities (traffic control with the use of telematics) and businesses (tracking data on food transport conditions).
In 2018, one of Verizon’s main highlights was leading the mobile networks in introducing 5G network technology. The company stated that it would introduce mobile 5G in 2019, and so have other providers, who already started the roll out, such as AT&T and Sprint, or are planning to do so in the second half of 2019, like T-Mobile and U.S. Cellular. The claim of hitting the marketplace first with 5G may have worked in Verizon’s favor, as the company gained close to two million wireless connections in 2018.

Verizon's advertising spending in the United States from 2009 to 2018

Spending in billion U.S. dollars
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Release date

June 2019


United States

Survey time period

2009 to 2018

Supplementary notes

The figures includes measured-media advertising spending (source: Kantar Media) and unmeasured spending (estimated by Advertising Age). Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology. Figures for 2009 to 2013 come from earlier AdAge publications.
Figures have been rounded.

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