Close
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Apple
    • Apple
    • IT Management
    • Mobile
    • Networking

    Verizon’s ATandT, iPhone Bashing Is Working, Says Study

    By
    Michelle Maisto
    -
    November 10, 2009
    Share
    Facebook
    Twitter
    Linkedin

      Verizon’s Apple- and AT&T-bashing advertisements appear to be swaying public opinion, at least for now.

      According to YouGov’s BrandIndex, which measures consumers’ brand perceptions on a daily basis, attitudes toward Verizon Wireless and AT&T have shifted since Verizon launched its Motorola Droid campaign on Oct. 19.

      BrandIndex scores can range from 100 to -100, and on Oct. 19, 18- to 34-year-olds were asked, “Would you recommend the brand to a friend?” Verizon received a rating of 8.3, while AT&T received a 1.4. A few days later, the carriers were approximately tied around a rating of 10, but from there, customer ratings of Verizon began to soar, while those for AT&T dropped.

      Around Nov. 5, AT&T’s overall rating was approximately -8, while Verizon hovered near 28. BrandIndex says it interviews 5,000 people each day, and that its margin of error is plus or minus 2 percent.

      “We measure a bunch of different metrics, and one is buzz. It really tracks ad campaign activity,” Ted Marzilli, managing director of BrandIndex, told eWEEK. Marzilli said measures of buzz tend to move around quite a bit.

      “What’s more surprising is to see things like satisfaction and quality move as well,” Marzilli continued. “Those tend to move more slowly. When you see things like quality [ratings] go up or down, those tend to have staying power.”

      Verizon’s Oct. 19 ad touted the Motorola Droid as everything the iPhone isn’t – a device with a physical keyboard, with a flash camera, that can run several applications at once and that can be customized with widgets.

      Later ads have taken shots at AT&T’s 3G network by comparing its coverage areas to Verizon’s. A new holiday-timed ad shows the iPhone arriving at the Island of Misfit Toys, where the other toys discover that it’s a good fit since – although it can browse the Web and download apps – its barely there coverage map renders its other features moot, the ad implies.

      AT&T has since filed a suit against Verizon, claiming that the coverage maps are misleading.

      According to BrandIndex numbers, AT&T has reason to be upset, as the ads are swaying public opinion.

      “The challenge for AT&T is that the commercials have already aired, and they’ve made an impact,” said Marzilli. “I don’t know what AT&T is going to get out of this lawsuit, except to get Verizon to pull the ads. … That may at least be their immediate goal.”

      Marzilli added that BrandIndex also measures Attention, which he describes as how tuned-in consumers are to what’s going on with a company in the last two weeks. Verizon and AT&T, both heavy advertisers, so garner a lot of attention, he said.

      “This is an interesting period, because with the Droid, Verizon is going head to head against AT&T. And when we see scores start to really diverge, it shows these head-on ads can be quite effective,” Marzilli said. “It’ll be interesting to see how AT&T, or Apple, addresses this in the coming weeks.”

      Michelle Maisto
      Michelle Maisto has been covering the enterprise mobility space for a decade, beginning with Knowledge Management, Field Force Automation and eCRM, and most recently as the editor-in-chief of Mobile Enterprise magazine. She earned an MFA in nonfiction writing from Columbia University, and in her spare time obsesses about food. Her first book, The Gastronomy of Marriage, if forthcoming from Random House in September 2009.

      MOST POPULAR ARTICLES

      Big Data and Analytics

      Alteryx’s Suresh Vittal on the Democratization of...

      James Maguire - May 31, 2022 0
      I spoke with Suresh Vittal, Chief Product Officer at Alteryx, about the industry mega-shift toward making data analytics tools accessible to a company’s complete...
      Read more
      Cybersecurity

      Visa’s Michael Jabbara on Cybersecurity and Digital...

      James Maguire - May 17, 2022 0
      I spoke with Michael Jabbara, VP and Global Head of Fraud Services at Visa, about the cybersecurity technology used to ensure the safe transfer...
      Read more
      Cloud

      IGEL CEO Jed Ayres on Edge and...

      James Maguire - June 14, 2022 0
      I spoke with Jed Ayres, CEO of IGEL, about the endpoint sector, and an open source OS for the cloud; we also spoke about...
      Read more
      Applications

      Cisco’s Thimaya Subaiya on Customer Experience in...

      James Maguire - May 10, 2022 0
      I spoke with Thimaya Subaiya, SVP and GM of Global Customer Experience at Cisco, about the factors that create good customer experience – and...
      Read more
      Cloud

      Yotascale CEO Asim Razzaq on Controlling Multicloud...

      James Maguire - May 5, 2022 0
      Asim Razzaq, CEO of Yotascale, provides guidance on understanding—and containing—the complex cost structure of multicloud computing. Among the topics we covered:  As you survey the...
      Read more
      Logo

      eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Advertisers

      Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

      Advertise with Us

      Menu

      • About eWeek
      • Subscribe to our Newsletter
      • Latest News

      Our Brands

      • Privacy Policy
      • Terms
      • About
      • Contact
      • Advertise
      • Sitemap
      • California – Do Not Sell My Information

      Property of TechnologyAdvice.
      © 2022 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×