US Telecommunications Broadband Services - PPC Market Share Analysis December 2024

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Broadband Services category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Telecommunications Broadband Services brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
amazon.com	2.13
comcast.com	2.39
frontier.com	2.55
highspeedinternet.com	3.03
cox.com	3.05
att.com	7.26
verizon.com	13.94
spectrum.com	14.93
xfinity.com	15.51
others	17.03
t-mobile.com	18.18

In the competitive landscape of Google’s PPC for telecommunications, T-Mobile leads with an 18.18% click share. Xfinity and Spectrum follow closely with 15.51% and 14.93%, respectively. Verizon captures 13.94%, while AT&T holds 7.26%. The ‘others’ category, representing a diverse mix of advertisers, collectively garners 17.03%, highlighting the fragmented nature of the market beyond the top players.

Market Exposure

Share of Spend for the top 10 US Telecommunications Broadband Services brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	xfinity.com	t-mobile.com	att.com	verizon.com	spectrum.com	highspeedinternet.com	comcast.com	spectrumspecial.com	frontier.com	inmyarea.com
2024/12/01	15.36%	14.84%	13.82%	15.12%	11.57%	5.76%	4.59%	0.71%	1.83%	1.93%
2024/12/02	15.54%	11.4%	12.69%	14.52%	11.96%	4.38%	6.04%	1.98%	1.65%	2.82%
2024/12/03	14.39%	12.12%	12.38%	14.55%	10.32%	4.03%	6.27%	2.28%	2.28%	3.02%
2024/12/04	13.1%	11.51%	12.84%	14.99%	10.65%	5.6%	5.22%	2.96%	1.83%	3.43%
2024/12/05	14.42%	11.27%	10.52%	14.1%	11.3%	5.14%	4.82%	3.64%	2.02%	3.29%
2024/12/06	13.67%	11.65%	9.81%	14.57%	13.19%	4.21%	5.36%	4.34%	2.01%	3.38%
2024/12/07	14.9%	13.53%	9.18%	15.23%	11.63%	5.93%	4.96%	2.27%	2.01%	1.63%
2024/12/08	14.75%	12.97%	9.29%	15.24%	11.92%	6.35%	4.33%	2.01%	2.24%	0.54%
2024/12/09	14.74%	11.58%	10.07%	17.21%	11.33%	4.8%	4.97%	3.24%	2.36%	0.28%
2024/12/10	13.86%	9.55%	8.43%	14.84%	11.92%	5.47%	5.6%	4.2%	2.16%	0.42%
2024/12/11	17.83%	11.39%	9.13%	12.23%	10.08%	5.78%	5.16%	3.43%	1.97%	1.18%
2024/12/12	17.35%	10.81%	8.23%	12.24%	9.34%	5.28%	5.19%	3.74%	1.51%	3.5%
2024/12/13	17.18%	13.5%	10.84%	12.75%	10.58%	3.62%	4.23%	3.76%	1.63%	2.17%
2024/12/14	18.86%	12.91%	12.5%	11.87%	11.14%	4.67%	4.99%	1.39%	1.74%	1.61%
2024/12/15	19.02%	13.5%	13.23%	12.01%	11.02%	4.22%	3.68%	1.59%	1.83%	2.02%
2024/12/16	17.67%	13.74%	12.65%	13.14%	9.84%	3.15%	5.04%	2.84%	1.68%	1.48%
2024/12/17	17.62%	12.06%	11.45%	11.97%	10.62%	3.38%	5.77%	3.9%	2%	2.3%
2024/12/18	20.39%	12.5%	11.51%	12.84%	9.9%	3.82%	5.55%	3.31%	1.91%	2.17%
2024/12/19	18.24%	11.7%	12.1%	12%	10.28%	4.4%	4.48%	3.82%	1.92%	2.57%
2024/12/20	16.86%	11.46%	13.05%	11.88%	11.28%	3.82%	5.42%	4.03%	2.23%	2.98%
2024/12/21	16.58%	12.38%	13.3%	11.55%	10.83%	3.72%	5.15%	1.45%	1.95%	2.95%
2024/12/22	17%	12.23%	13.26%	12.82%	10.44%	4.79%	5.38%	1.46%	1.77%	1.86%
2024/12/23	14.61%	12.14%	13.42%	12.26%	10.18%	4.46%	6.06%	3.84%	1.95%	2.62%
2024/12/24	13.19%	14.83%	14.51%	13.68%	12.73%	3.39%	5.23%	3.66%	1.68%	3.2%
2024/12/25	16.76%	15.92%	14.23%	13.95%	10.15%	5.95%	4.39%	0.02%	1.97%	0.01%
2024/12/26	14.76%	13.9%	13.73%	14.46%	9.37%	4.84%	5.78%	2.59%	2.09%	2.11%
2024/12/27	13.99%	13.23%	12.28%	13.27%	8.66%	5.49%	5.51%	4.45%	1.87%	2.36%
2024/12/28	14.79%	15.58%	11.77%	14.72%	9.36%	5.76%	4.93%	1.87%	2.69%	1.94%
2024/12/29	14.87%	14.96%	12.76%	14.32%	8.02%	6.19%	4.59%	1.79%	2.02%	1.53%
2024/12/30	14.51%	13.07%	12.39%	11.29%	9.44%	5.24%	4.42%	4.08%	1.85%	2.77%
2024/12/31	17.88%	14.06%	12.11%	11.83%	9.75%	5.11%	4.94%	4.17%	1.67%	1.31%

December saw dynamic shifts in PPC spend share. Xfinity peaked mid-month at 20.39%, while T-Mobile surged on Christmas to 15.92%. Verizon’s early lead dwindled, ending at 11.83%. Spectrum’s fluctuations stabilized, closing at 9.75%.

Market Exposure

Competitor Count for US Telecommunications Broadband Services

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2024/12/01	495
2024/12/02	564
2024/12/03	542
2024/12/04	578
2024/12/05	615
2024/12/06	584
2024/12/07	505
2024/12/08	491
2024/12/09	539
2024/12/10	565
2024/12/11	614
2024/12/12	580
2024/12/13	548
2024/12/14	506
2024/12/15	497
2024/12/16	533
2024/12/17	526
2024/12/18	546
2024/12/19	558
2024/12/20	570
2024/12/21	491
2024/12/22	465
2024/12/23	562
2024/12/24	518
2024/12/25	494
2024/12/26	487
2024/12/27	535
2024/12/28	473
2024/12/29	460
2024/12/30	539
2024/12/31	465

December saw fluctuating advertiser numbers, peaking at 615 on December 5th. The month concluded with a dip to 465 on December 31st.

Campaign Efficiency

Market Loss & Market Gains for US Telecommunications Broadband Services

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
solarwinds.com	3.69%
att.com	1.93%
t-mobile.com	0.56%
xfinity.com	0.5%
comcast.com	0.16%
bestbuy.com	-0.28%
eero.com	-0.4%
consumerrating.org	-1%
spectrum.com	-1.29%
verizon.com	-2.18%

Solarwinds.com surged with a 3.69% click share increase, while Verizon.com faced a 2.18% decline. ATT.com rose by 1.93%, contrasting Spectrum.com’s 1.29% drop.

Campaign Efficiency

US Telecommunications Broadband Services Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	verizon.com	t-mobile.com	xfinity.com	spectrum.com	att.com	highspeedinternet.com	amazon.com	comcast.com	bestbuy.com	solarwinds.com
2024/12/01	14.11%	11.45%	11.73%	9.76%	7.33%	6.52%	4.07%	2.65%	4.27%	0%
2024/12/02	12.81%	8.64%	12.57%	10.09%	6.6%	2.53%	5.77%	4.12%	3.37%	0%
2024/12/03	12.66%	9.19%	11.94%	8.83%	7.21%	3.07%	4.06%	3.89%	4.06%	0%
2024/12/04	13.9%	8.37%	10.32%	9.3%	7.13%	3.26%	4.03%	4.03%	3.04%	0%
2024/12/05	13.93%	8.11%	10.41%	9.3%	5.03%	3.05%	3.72%	3.34%	5.01%	0%
2024/12/06	13.72%	8.14%	9.56%	11.93%	4.95%	5.08%	2.96%	3.46%	3.5%	0%
2024/12/07	12.14%	9.51%	10.12%	9.72%	4.11%	7.98%	3.26%	2.68%	2.84%	0%
2024/12/08	13.29%	9.8%	12.82%	11.96%	4.29%	3.51%	3.54%	2.61%	3.88%	0%
2024/12/09	16.75%	7.96%	11.08%	8.98%	4.53%	5.7%	4.18%	2.62%	4.59%	0%
2024/12/10	13.44%	6.54%	11.77%	10.62%	4.28%	3.1%	3.47%	3.51%	2.63%	0%
2024/12/11	12.91%	8.37%	11.84%	10.42%	4.18%	6.04%	3.14%	3.92%	1.86%	0%
2024/12/12	14.76%	7.55%	11.28%	8.67%	4.75%	3.14%	3.66%	3.69%	3.09%	0%
2024/12/13	13.57%	10.65%	11.76%	9.29%	5.86%	2.7%	3.33%	2.71%	3.01%	0%
2024/12/14	13%	9.57%	13.01%	10.36%	5.94%	4.63%	3.36%	3.92%	2.88%	4.03%
2024/12/15	12.95%	10.65%	13.16%	10.14%	6.49%	2.73%	4.21%	2.18%	5.16%	0%
2024/12/16	16.37%	10.61%	11.84%	8.83%	6.83%	1.72%	3.76%	2.8%	2.7%	0%
2024/12/17	13.39%	9.28%	11.65%	9.64%	5.55%	2.01%	3.11%	4.56%	2.89%	0%
2024/12/18	16.31%	9.09%	13.04%	9.5%	5.86%	4.01%	4.08%	3.79%	2.88%	0%
2024/12/19	12%	7.7%	11.43%	8.81%	5.86%	2.37%	3.61%	2.84%	2.67%	7.99%
2024/12/20	10.18%	7.43%	9.38%	8.89%	5.83%	2.59%	2.72%	3.71%	2.88%	16.99%
2024/12/21	8.22%	7.29%	8.57%	7.44%	5.46%	2.29%	3.82%	2.99%	3.47%	23.7%
2024/12/22	10.98%	7.84%	8.83%	7.16%	5.61%	4.61%	3.63%	3.63%	3.54%	19.79%
2024/12/23	11.87%	8.63%	8.72%	8.09%	6.58%	6.28%	3.38%	4.41%	4.63%	3.66%
2024/12/24	12.86%	12.34%	9.02%	11.61%	8.65%	2.15%	2.89%	3.73%	4.87%	0%
2024/12/25	13.68%	12.56%	11.26%	9.63%	7.42%	3.41%	2.8%	2.93%	5.11%	5.84%
2024/12/26	14.11%	11%	9.27%	8.03%	8.01%	2.66%	4.03%	4.04%	1.98%	9.34%
2024/12/27	11.86%	9.71%	8.61%	6.97%	6.45%	2.79%	5.64%	4.58%	1.12%	12.19%
2024/12/28	13.23%	12%	9.29%	9.16%	5.8%	3.64%	5.21%	3.73%	1.17%	5.33%
2024/12/29	13.33%	10.8%	8.69%	6.25%	5.83%	7.14%	4.63%	2.94%	1.56%	14.15%
2024/12/30	10.64%	9.25%	8.82%	7.72%	5.88%	4.24%	4.65%	3.13%	1.7%	12.4%
2024/12/31	12.43%	11.96%	10.92%	9.9%	6.15%	5.69%	4.84%	3.65%	2.1%	0%

In December 2024, Verizon’s impression share fluctuated, peaking at 16.75% on the 9th, then declining to 12.43% by month’s end. SolarWinds surged mid-month, reaching 23.7% on the 21st, before dropping. T-Mobile and Xfinity showed steady trends, while Spectrum and AT&T had minor variations. HighSpeedInternet and Amazon maintained low shares, with BestBuy declining sharply after Christmas. The month concluded with Verizon leading, despite its fluctuations.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Telecommunications Broadband Services

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
Check Availability https://www.att.com
Reliable High-Speed Internet — Enjoy Affordable Prices. Discover The Perfect Fiber Plan For Your Family. Ltd. Avail/Areas
2
Check Your Speed in Seconds https://www.highspeedinternet.com
Internet Speed Test — Easily Search Top Internet Providers in Your Area. Enter Zip, Compare, Pick The Best. Do You Have...
3
Internet Speed Test https://www.solarwinds.com
Easy and Automatic — Understand how your network bandwidth Is being used and by whom. Shut down bandwidth hogs. Multi-vendor network monitoring that scales and expands with the needs of your network.
4
T-Mobile® Home Internet - Lock Your Rate at $35 Now https://www.t-mobile.com › home-internet
Affordable 5G home internet packages starting at $35/mo. Join & secure your monthly rate.
5
Verizon Home Internet - Check Availability in Your Zip https://www.verizon.com › home › internet
5G Home Internet plans in your area starts at $35/mo w/ AutoPay & select 5G mobile plans.

In the competitive landscape of Google’s PPC ads, telecommunications giants like AT&T, Spectrum, and Verizon dominate with themes of affordability and reliability. AT&T and Frontier emphasize availability and tailored plans, while T-Mobile and Verizon highlight fixed-rate 5G home internet. ConsumerRating.org and HighSpeedInternet.com focus on comparison and speed testing, aiding informed decisions. Spectrum’s no-contract offers and Xfinity’s streaming savings further entice consumers.

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