Verizon Uses First Super Bowl Ad Since 2011 to Advance Public Safety Push
Verizon appeared to send a clear message to AT&T Sunday during a Super Bowl ad -- it's going to fight hard to hold onto its first responder base in the face of AT&T/FirstNet’s new public safety network. The 60-second ad featured shots of first responders in action as those who were rescued voiced their thanks. It was Verizon’s first Super Bowl ad since 2011. Some analysts said Monday Verizon’s focus was much larger than just its bid to hold on to its first responder customers.
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Jennifer Fritzsche, analyst at Wells Fargo, saw the ad as a shot across AT&T’s bow as Verizon tries to hold on to part of its base. “What we saw last night was VZ [Verizon] ads going right after the public safety sector and VZ's role in it,” she emailed investors. “These ‘pull at your heartstrings’ ads may be evidence of the strong tug of war we are about to see play out as [AT&T] ramps its FirstNet build.”
New Street Research’s Blair Levin told us if Verizon wanted to send a message to AT&T, it could have done so for a lot less than the cost of a Super Bowl ad. CNBC reported advertisers spent $5 million for a 30-second TV spot. "It seems to me that, like a number of companies doing ads, they wanted to gain a halo for some of the work they do," Levin said. "That is an interesting story but not one that is purely about communications.”
Verizon, long a leader in the area, has been quietly contacting first responders, offering an alternative to FirstNet after deciding not to bid for the FirstNet contract, industry officials said. Meanwhile, AT&T/FirstNet scored a clean sweep, with all U.S. states and territories opting in to the network (see 1801190029).
“Verizon teamed up with director Amir Bar-Lev to give people who were rescued by first responders the opportunity to thank them,” Verizon said of the ad. “But to do that, we needed to track down the first responders. We wanted to give those who answer the call the chance to answer one more call … one they would never forget.”
With AT&T's win of the FirstNet contract, Verizon’s “significant and profitable” public safety segment “is under severe threat,” said Roger Entner, analyst at Recon Analytics. “While Verizon will be hard pressed to hold on to a significant part of first responders, the new ads are also indirectly aimed at consumers and attempt to reinforce Verizon's superior network message.” The message is “if it's good enough for first responders where lives are at stake, it should be good enough for less urgent consumer messages,” he said.
Verizon “may be trying to wrap themselves in the flag by reminding consumers that they support first responders,” said Craig Moffett of MoffettNathanson. “That’s a motherhood and apple pie message, while not-so-subtly reminding viewers that their network is still the most reliable.”
“Public safety fought for FirstNet and the First Responder Network Authority has been honored to work hand-in-hand with first responders across the country to develop the network,” a FirstNet spokeswoman said. “For the first time, public safety will have a network purpose built to their specific needs based on their input. As part of our mission, the FirstNet authority will continue to consult with public safety and they will always have a voice in shaping FirstNet.” Verizon and AT&T didn’t comment.
Verizon subscribers used a record amount of data in the stadium during this year’s Super Bowl in Minneapolis, the carrier said Monday. “Verizon fans used 18.8 TB of data in and around the stadium, the equivalent of a single user binge watching HD video for 435 straight days,” the company said. Verizon also said it quietly conducted 5G tests during the big game.