Ad Data Points to Apple's 'Slow Roll' Promotion of Apple TV+

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Following Friday's launch of Apple TV+, new data on Apple's television and online advertising spend reveals that the company is taking a "slow-roll" approach in promoting the new streaming service (via The New York Times).


According to data gathered by iSpot.TV, Apple spent $14.9 million on television commercials Apple TV+ in the month of September, compared to $28.6 million on ads promoting its new iPhone line-up in the same month.

In October, as the Apple TV+ November 1 launch date approached, Apple ratcheted up its ad spending, but the budget share was broadly similar. The Cupertino-based company spent $19.9 million on television commercials for Apple TV+, compared to $38.6 million on iPhone TV ads.

As for online marketing, October saw Apple spend $1.7 million on 139 unique digital ads for Apple TV+, and $2.3 million for 245 separate iPhone ads, according to the advertising analytics platform Pathmatics.

Billboard tracking data for Apple's recent spate of outdoor ads are not yet available, but what we do know is that taken together, the company spent a total of $71.9 million on iPhone ads and $40.3 million on Apple TV Plus spots on television and online in the past two months.


The New York Times quotes business analyst Dan Rayburn of business consulting firm Frost & Sullivan as saying that Apple is playing a wise game by avoiding an iPhone-level marketing blast for Apple TV+ because of the dearth of content on offer compared to the vast libraries of digital streaming rivals like Disney+ and Netflix.
"Consumers are just drowning in content right now, and all of these services are competing for our time," he said. "But they're all approaching the market differently. This isn't some race for Apple. It's a slow roll."
Wedbush Securities analyst Daniel Ives provided the report with a somewhat different perspective. Ives believes that Apple TV+ marketing has so far been "aggressive" compared to most other Apple launches, and he expects advertising to pick up more over the holiday season as well as a year from now, when Apple tries to convert customers on free trials into paying subscribers.
"This is a pivotal juncture for Apple to be successful -- they cannot trip over their shoelace," Mr. Ives said. "They were late to the game, they've underinvested in content and they have a lot of room to make up."
If you purchase or have purchased an ?Apple TV?, iPhone, ?iPad?, Mac, or iPod touch after September 10, 2019, you're entitled to a free year of ?Apple TV?+ service, after which it costs $4.99 per month or $49.99 per year for up to six family members.

iOS 12.3, tvOS 13.2, and macOS Catalina are required for Apple TV+ on iPhone/iPad, Apple TV, and Macs, respectively, but content can be watched on any device by going to tv.apple.com in Safari, Chrome, and Firefox.

For more on Apple TV+, make sure to check out our Apple TV+ guide. You can also discuss shows in our new Apple TV+ forum.

Article Link: Ad Data Points to Apple's 'Slow Roll' Promotion of Apple TV+
 

Zimmy68

macrumors 68000
Jul 23, 2008
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It can't survive this content. I guess giving it away for year was a hail mary pass.
At the minimum, they should add a movie of the week (whatever is the 99 cent rental) to the package.
Over paying for Jennifer Aniston and Oprah Winfrey will get clicks but after the smoke clears, there is little there.
 

HobbesInVA

macrumors 6502
Aug 29, 2018
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Disney+ will crush Apple TV+ based on available content alone. Verizon is giving away a 1 year subscription to Disney+; I'll take that any day over Apple TV+.

I understand why Apple feels they need to jump into the streaming service. However, building content from the ground up is a bad move. In this aspect they aren't an industry leader but an industry follower. Apple would have been better off acquiring Netflix or some other streaming service.
 

jzuena

macrumors 65816
Feb 21, 2007
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I’ve already set a reminder in calendar to cancel next October, since I was so underwhelmed that I will probably forget to even open it again by then. We barely use Amazon Video and that one is “free” since we have Prime. Between Sling, Tablo (for over the air tv), Amazon Video, and the Roku channel we have plenty of options since dropping cable. Yet another app to open looking for content (especially as minimal as Apple’s is) isn’t helpful.
 

chucker23n1

macrumors 68030
Dec 7, 2014
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Following Friday's launch of Apple TV+, new data on Apple's television and online advertising spend reveals that the company is taking a "slow-roll" approach in promoting the new streaming service (via The New York Times).


According to data gathered by iSpot.TV, Apple spent $14.9 million on television commercials Apple TV+ in the month of September, compared to $28.6 million on ads promoting its new iPhone line-up in the same month.
Makes sense.

For one, a new iPhone has its big-bang holiday quarter, after which sales ebb. You want as many of those early sales as possible. A subscription TV service is nothing like that; it doesn’t matter if people subscribe today or next month.

Second, purchasers of new hardware get it for free anyway. And those who don’t get it advertised of sorts in the TV app. Much cheaper to advertise that way.

And lastly, they’re starting with little content.

It’s clearly a gradual rollout.
 
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Ar40

macrumors member
Mar 31, 2017
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It is $5.00 a month for a few shows. And the shows aren’t even that good. With zero content otherwise. I would probably do a soft launch also if i were Apple.🤷🏻‍♂️
The shows are amazing. Better than HBO in my opinion. Also, there’s more than enough content for me - I only have an hour or two a night to watch, plus weekends.
- - Post merged: - -

It can't survive this content. I guess giving it away for year was a hail mary pass.
At the minimum, they should add a movie of the week (whatever is the 99 cent rental) to the package.
Over paying for Jennifer Aniston and Oprah Winfrey will get clicks but after the smoke clears, there is little there.
Do not agree at all. I think Apple is building out an amazing package of prestige TV and movies. It’s only the launch, but so far I have fallen in love with their shows - I’ve enjoyed Dickinson and The Morning Show immensely (haven’t had time for the others), and going in I felt I was not the target audience for either.
 
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lsutigerfan1976

macrumors 68030
Sep 14, 2012
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The shows are amazing. Better than HBO in my opinion. Also, there’s more than enough content for me - I only have an hour or two a night to watch, plus weekends.
- - Post merged: - -


Do not agree at all. I think Apple is building out an amazing package of prestige TV and movies. It’s only the launch, but so far I have fallen in love with their shows - I’ve enjoyed Dickinson and The Morning Show immensely (haven’t had time for the others), and going in I felt I was not the target audience for either.
Shows are amazing? Nah, the best shows were mankind and morning show. But they aren’t like buzzworthy shows like succession etc. Maybe it is me, cause i am not an Apple fan boy. But i can look at it objectively. And just come out and say when Apple doesn’t do a good job or something. 🤷🏼‍♂️
 
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Ar40

macrumors member
Mar 31, 2017
74
139
Shows are amazing? Nah, the best shows were mankind and morning show. But they aren’t like buzzworthy shows like succession etc. Maybe it is me, cause i am not an Apple fan boy. But i can look at it objectively. And just come out and say when Apple doesn’t do a good job or something. 🤷🏼‍♂️
Have you seen Dickinson? That is buzzworthy as hell.

I think you are trying to pass your subjective opinion off as "objective." My opinion is that the shows are prestige and incredible - I watch a lot of HBO and Netflix, btw. Your opinion is that they aren't buzzworthy like Succession, etc.

Also, for the record, I'm not an Apple "fan boy." I was a fan of Steve Jobs, not Apple.
 

Ion-X

macrumors member
Oct 23, 2017
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126
NYC
The Morning Show is fantastic so far. It reminds me a little bit of The Newsroom which was one of my favorite shows ever. New content will come in time. It’s smart for them not to over-promote it. What I’ve seen so far from the service is a very solid production value, particularly with the fact that every show is in 4K HDR and shot beautifully.

At this point ATV+ is like a mini HBO, priced to match.
 

matrix07

macrumors 603
Jun 24, 2010
5,011
1,509
We’ve been hit hard with Prime time adverts now for all three main ATV shows in the U.K. These have been during Premier League matches.

The Morning Show doesn’t have a good review.

It has though.. ( just to point out one review is meaningless)

“The Morning Show review – Jennifer Aniston returns in a masterwork for the #MeToo era....

”...The Morning Show is a slick, sophisticated venture stuffed with powerhouse performances”

 
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atomic.flip

macrumors regular
Dec 7, 2008
249
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Orange County, CA
It feels way too aggressive considering the amount of content available.
And the launch content is very weak.

On a separate note I often see people complaining that one or another film / tv series is pushing a political agenda. And honestly having watched three of these series on Apple TV +. I can definitely agree this material is heavily focused on clear and obvious themes with social / political overtones.

In a nutshell. It feels like they had a bunch of executives from HR and their Diversity team weigh in on or even source the launch content. idk. If they give this away for free they can obviously do what they want, but if I had to pay for it I wouldn’t.
 

Ion-X

macrumors member
Oct 23, 2017
39
126
NYC
The Morning Show is much better than the critics would have me to believe. I can only think the initial nuanced take on the me too movement forced a lot of knee jerk reactions.

Apple is working ATV+ the way they have worked most products. Ship and iterate.
I agree. Critics seem to have completely missed the boat on this one. It is certainly the best show of their launch lineup and the only one genuinely worth bingeing (although Dickinson is quite good as well). Reminds me of how Joker was critically panned but audiences absolutely loved it.
 
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Jim Lahey

macrumors 6502a
Apr 8, 2014
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The Morning Show is much better than the critics would have me to believe.
I concur. I almost never listen to movie & TV critics anyway. They can be an odd bunch and there's far too much scope for relationships and other conflicts of interest to colour their reviews. The only TV/movie opinion that matters to me is my own :cool:
 

Ar40

macrumors member
Mar 31, 2017
74
139
The Morning Show is much better than the critics would have me to believe. I can only think the initial nuanced take on the me too movement forced a lot of knee jerk reactions.

Apple is working ATV+ the way they have worked most products. Ship and iterate.
BINGO. This is the best take on #MeToo I've seen - and I too think critics have an issue with the more complex view - seeing it from both sides.