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Gen-Z, Boomer Opps: T-Mobile loses CMO amid significant spend increases (Score 62)
Ironman triathlon and that he will certainly spend more time with his family. It is not yet clear whether T-Mobile will select a new CMO or Janice Kapner will take the lead. Kapner joined the company in 2018 and has served as the company's chief communications officer for a year; her title recently changed to chief communications and brand officer.
So far this year, iSpot reports T-Mobile has spent approximately $226.9m on national TV commercials, up 36% from the approximately $167.2m it spent within the same 2020 timeframe. The company ended up spending approximately $708.8m on this channel in 2020, up 3% from the approximately $691.5m it spent in 2019. T-Mobile's commercials of 2021 have targeted a wide audience watching shows such as NFL Football, NBA Basketball, The Voice, The Bachelor and the 2021 NFL Draft.
According to Pathmatics, the company has allocated roughly $63m toward digital ads YTD, nearly triple the roughly $23.5m it had spent by this point last year. T-Mobile's estimated full-year 2020 spend rose by 1% to $105.2m from that of $104.9m in 2019. Since the beginning of 2021, the company has earned around 5.4b digital impressions via desktop video (55%), Facebook (22%), Instagram (12%), desktop display (6%), mobile video (4%), Twitter (1%) and mobile display (1%) ads. The majority of this year's desktop video ads have been placed site direct (99%) onto destinations such as youtube.com (88%) and hulu.com (7%).
Additionally, Magellan reveals T-Mobile has aired a whopping 2,497 podcast ads within the past 12 months.
Right now, the company is primarily targeting Gen-Z via YouTube, Hulu, Facebook, Instagram and podcast ads. However, T-Mobile also recently launched a campaign in support of boomers often overlooked and undervalued by many companies. Per Kantar data, the company also invests in print, OOH, radio and local broadcast. It holds planning conversations in Q1 and buying conversations in Q4.
Agency & martech readers - This leadership shift could easily result in agency reviews whether T-Mobile searches for a new CMO or chief communications and brand officer Kapner will assume marketing chief duties. Droga5.