T-Mobile; Understanding the Power of Radio, and Then Breaking the Rules for Huge Impact

While T-Mobile has long been a proponent of Radio and the results it can consistently deliver, the last two years have shown that T-Mobile is now a true believer! Beginning in June of 2011, T-Mobile began heavily shifting their budgets into Spot Radio and continued to grow them right up through the writing of this article. In fact from June ’11 thru May ‘12 was a 550% increase over what T-Mobile invested in the 12 months prior. Building on that success and growth, they increased their budget another 3.5% during the June ’12 thru May ’13 time period, and are off to a huge start this June with a threefold increase of last June. 
Wisely, in their growth, T-Mobile is not treating Radio as a commodity by simply buying more and more inventory. They have put their money to maximum use by partnering with several of the market’s leading on-air talent for endorsements and using OEM (Original Equipment Manufacturer) events to drive store traffic around specific devices. Recently, they have even begun challenging the current rules of Radio by harkening back to some old school executions; full station buyout/takeovers in order to launch a product or service. In a time where there is more demand than ever for the listeners’ attention, T-Mobile has found great success in taking away the distractions and integrating the “rule breaking” into the messaging. They have successfully used this execution twice in 2013 to launch two significant initiatives.

Kudos to T-Mobile for embracing the strengths of Radio, putting real effort and thought behind their campaigns and challenging the norms to achieve wonderful results; may their success continue and may we continue to learn from each other to grow business and practices.

--Thom Callahan

Southern California Broadcasters Association White Paper Report

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