How will mobile consolidation affect media spending?

03/22/2011 | Advertising Age (tiered subscription model)

AT&T and T-Mobile combined for $2.7 billion in U.S. media spending in 2010, according to Kantar Media. If AT&T's $39 billion bid to acquire T-Mobile clears regulatory hurdles, the mobile giant is likely to boost ad spending initially to build public awareness, but then spend less than in previous years, according to this article. However, ad spending cuts by AT&T could be offset by Verizon and Sprint boosting their outlays to better compete with their larger rival.

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