Samsung has outspent Apple again in advertising in the US, but the latter has narrowed the gap from 2012 to $12 million last year, according to data shared by Kantar Media. The South Korean manufacturer, however, retained the top spot in advertising spending among its rivals.
To put that into numbers: Samsung has spent about $363 million on all US mobile phone ads, a 10% drop compared to last year’s $401 million, and it was the only smartphone maker to cut ad spending the in country.
Samsung was followed by Apple, with $351 million spent on total US smartphone advertising, up 5% from $333 million, the data shared with the Wall Street Journal reveals. As it turns out, the iPhone maker has focused most of its ad budget on TV ads, spending $339 million, up 15% compared to the previous year.
The third-biggest spender was Nokia, which spent 15-times what it spent a year ago, due to its deal with Microsoft. In numbers, this meant the company spent $221 million on advertising in one year. In fourth place we find Motorola, which tripled spending to $189 million. BlackBerry’s $90 million puts the Canadian smartphone maker in the fifth place; HTC ranked sixth, spending $78 million, and LG invested $50 million in US ads.
In total, the seven biggest smartphone manufacturers spend more than $1.3 billion on ads in 2013, up 33% from 2012, the Kantar Media report highlights.