US Telecommunications Broadband Services - PPC Market Share Analysis February 2025

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
xfinity.com	17.98
t-mobile.com	16.27
verizon.com	12.48
spectrum.com	12.02
att.com	8.04
cox.com	3.67
comcast.com	3.4
highspeedinternet.com	3.03
frontier.com	2.69
amazon.com	2.17
others	18.25

In the PPC landscape, ‘others’ lead with 18.25% click share, followed by xfinity.com at 17.98% and t-mobile.com at 16.27%.

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	att.com	verizon.com	spectrum.com	t-mobile.com	comcast.com	highspeedinternet.com	inmyarea.com	spectrumspecial.com	frontier.com
2025/01/01	18.11%	14.09%	11.87%	7.26%	8.99%	5.06%	5.45%	1.34%	4.69%	2%
2025/01/02	20.16%	13.81%	11.57%	6.76%	11.15%	5.51%	4.13%	2.22%	5.06%	1.64%
2025/01/03	17.16%	13.86%	11.7%	8.33%	9.75%	7.11%	5.26%	2.9%	6.09%	2.14%
2025/01/04	16.92%	15.54%	12.38%	8.14%	11.96%	6.62%	4.72%	2.38%	1.68%	2.01%
2025/01/05	16.82%	16.89%	13.22%	6.79%	12.04%	6.08%	5.48%	2.69%	0.04%	2.65%
2025/01/06	18.17%	14.16%	12.11%	6.43%	10.78%	6.64%	4.58%	2.78%	2.51%	2.19%
2025/01/07	16.64%	14.2%	14.52%	7.13%	12.12%	6.38%	3.51%	3.06%	3.59%	2.34%
2025/01/08	16.73%	13.66%	13.69%	7.09%	11.2%	5.28%	5.69%	3.11%	4.37%	1.82%
2025/01/09	17.75%	14.25%	12.69%	8.12%	9.86%	6.38%	4.21%	3.41%	4.04%	1.69%
2025/01/10	17.5%	13.54%	12.31%	8.52%	10.59%	5.54%	4.79%	3.18%	3.88%	2.58%
2025/01/11	16.97%	14.78%	12.08%	9.76%	11.02%	5.43%	4.5%	3.14%	2.29%	1.84%
2025/01/12	18.24%	14.09%	12.16%	9.3%	9.9%	5.3%	5.24%	1.95%	2.28%	2.55%
2025/01/13	18.78%	13.82%	11.77%	9.43%	12.09%	5.73%	4.09%	2.32%	3.03%	2.3%
2025/01/14	21.16%	11.62%	10.49%	8.89%	10.22%	6.45%	3.72%	3.28%	3.31%	2.11%
2025/01/15	15.91%	13.84%	13.27%	7.31%	11.47%	4.87%	5.79%	3.13%	4.46%	1.85%
2025/01/16	17.17%	14.35%	12.25%	8.32%	10.01%	5.86%	4.23%	3.45%	4.09%	1.7%
2025/01/21	19.85%	12.59%	11.21%	10.23%	8.87%	6.96%	4.1%	4.81%	2.59%	1.74%
2025/01/22	16.39%	11.48%	12.1%	10.56%	7.83%	6.95%	4.85%	6.6%	3.08%	1.86%
2025/01/23	17.92%	12.43%	11.93%	10.99%	8.62%	6.94%	4.5%	2.17%	3.55%	2.05%
2025/01/24	16.1%	12.52%	11.91%	9.41%	7.96%	5.84%	5.22%	4.43%	3.57%	1.88%
2025/01/25	16.3%	12.55%	11.83%	10.62%	7.01%	5.03%	6.06%	4.72%	2.47%	1.8%
2025/01/26	19.93%	13.1%	11.27%	11.72%	7.98%	5.5%	4.53%	3.71%	1.91%	1.83%
2025/01/27	18.82%	12.91%	10.57%	9.21%	7.11%	5.89%	5.32%	2.57%	3.72%	1.88%
2025/01/28	18.09%	12.9%	11.09%	9.56%	7.72%	5.3%	3.68%	3.84%	3.21%	1.64%
2025/01/29	15.72%	11.33%	12.3%	9.54%	7.98%	5.24%	5.12%	2.55%	3.43%	1.92%
2025/01/30	15.7%	11.05%	11.63%	8.58%	7.83%	5.33%	6.13%	3.31%	3.78%	2.22%
2025/01/31	18.01%	11.74%	11.06%	8.64%	6.97%	6.21%	4.81%	3.71%	3.59%	1.92%

Xfinity led January with fluctuating spend, peaking mid-month. AT&T and Verizon showed consistent declines, while Spectrum and T-Mobile had varied trends. Comcast and others maintained lower shares.

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
2025/01/01	507
2025/01/02	498
2025/01/03	540
2025/01/04	451
2025/01/05	438
2025/01/06	564
2025/01/07	522
2025/01/08	527
2025/01/09	528
2025/01/10	578
2025/01/11	518
2025/01/12	511
2025/01/13	528
2025/01/14	577
2025/01/15	527
2025/01/16	528
2025/01/21	520
2025/01/22	577
2025/01/23	545
2025/01/24	568
2025/01/25	497
2025/01/26	484
2025/01/27	554
2025/01/28	541
2025/01/29	579
2025/01/30	700
2025/01/31	625

January saw fluctuating advertiser numbers, peaking at 700 on the 30th. The month concluded with a slight decrease to 625, indicating a dynamic advertising landscape.

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
spectrum.com	2.3%
xfinity.com	0.84%
optimum.com	0.81%
ochakasuitsfoundation.site	0.7%
allpetsinfo.com	0.67%
solarwinds.com	-0.34%
frontier.com	-0.48%
att.com	-0.61%
t-mobile.com	-3.54%
verizon.com	-3.62%

Spectrum.com surged with a 2.30% click share increase, while Verizon.com dropped by 3.62%.

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	xfinity.com	verizon.com	spectrum.com	highspeedinternet.com	att.com	comcast.com	t-mobile.com	amazon.com	bestbuy.com	spectrumspecial.com
2025/01/01	9.45%	8.94%	5.52%	4.05%	5.62%	3.48%	6.04%	3.2%	1.64%	2.97%
2025/01/02	13.75%	9.02%	7.01%	2.89%	6.97%	4.3%	10.05%	4.3%	2.09%	4.46%
2025/01/03	12.01%	11.71%	9.1%	4.46%	8.48%	6.02%	9.38%	4.51%	1.76%	5.38%
2025/01/04	11.29%	11.03%	8.2%	3.66%	8.87%	4.93%	11.38%	5.75%	3.44%	1.47%
2025/01/05	12.02%	12.4%	7.45%	3.98%	10.35%	4.37%	11.76%	3.78%	3.12%	0.03%
2025/01/06	10.82%	10.7%	6.55%	4.05%	7.77%	5.06%	9.59%	3.73%	3.25%	2.13%
2025/01/07	10.2%	17.01%	7.83%	2.8%	7.11%	4.82%	10.6%	3.7%	1.95%	3.84%
2025/01/08	11.3%	15.87%	6.42%	4.58%	7.53%	3.95%	10.07%	3.36%	2.45%	4.18%
2025/01/09	12.51%	10.37%	8.45%	3.11%	8.22%	5.17%	8.16%	3.52%	3.43%	3.89%
2025/01/10	11.76%	13.32%	8.09%	4.54%	7.22%	4.31%	8.6%	3.8%	3.16%	3.45%
2025/01/11	11.23%	12.97%	9.61%	2.7%	7.66%	4.14%	9.24%	3.9%	3.41%	1.74%
2025/01/12	12.71%	11.18%	8.46%	4.42%	7.92%	4.37%	8.21%	4.1%	3.73%	1.67%
2025/01/13	13.72%	10.36%	9.22%	4.95%	7.76%	4.11%	10.32%	4.79%	2.47%	2.28%
2025/01/14	13.16%	11.62%	7.5%	2.69%	6.72%	6.11%	9.1%	4%	1.8%	2.76%
2025/01/15	10.81%	15.99%	6.48%	4.65%	7.56%	3.61%	10.24%	3.39%	2.49%	4.25%
2025/01/16	12.33%	10.38%	8.52%	3.13%	8.25%	4.89%	8.26%	3.56%	3.48%	3.93%
2025/01/21	13.19%	10.02%	9.91%	3.59%	7.87%	5.99%	8.26%	2.53%	2.03%	2.34%
2025/01/22	11.05%	11.99%	10.57%	3.08%	7.22%	6.05%	7.11%	1.86%	2.06%	2.79%
2025/01/23	11.68%	10.94%	10.09%	4.36%	6.96%	5.87%	7.62%	2.71%	1.7%	2.87%
2025/01/24	10.16%	10.03%	8.57%	4.35%	6.47%	5%	6.35%	2.35%	1.56%	2.5%
2025/01/25	11.25%	11.75%	10.63%	4.36%	7.18%	4.94%	6.37%	2.46%	1.52%	2.1%
2025/01/26	12.66%	10.11%	11.22%	2.88%	7.68%	4.79%	7.17%	3.82%	3.78%	1.57%
2025/01/27	10.78%	7.72%	7.24%	2.73%	6.49%	4.56%	5.41%	3.12%	2.4%	3.02%
2025/01/28	11.93%	10.37%	8.23%	2.08%	7.02%	4.63%	6.54%	4.98%	4.57%	2.59%
2025/01/29	10.14%	11.05%	7.87%	3.51%	6.2%	4.57%	6.69%	4.5%	3.59%	2.53%
2025/01/30	9.48%	8.84%	6.14%	4.73%	5.32%	4.31%	5.81%	4.11%	3.11%	2.84%
2025/01/31	10.33%	9.09%	6.76%	5.75%	5.74%	5.39%	5.19%	4.14%	2.82%	2.52%

In January 2025, Xfinity’s impression share fluctuated, peaking at 13.75% on January 2nd. Verizon saw a significant spike to 17.01% on January 7th. Spectrum’s share rose steadily, ending at 6.76%. Highspeedinternet.com and AT&T showed minor variations, while T-Mobile’s share decreased towards month-end. Amazon and Best Buy had modest shares, with Amazon peaking at 5.75% on January 31st. Spectrumspecial.com maintained a low, stable share throughout.

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
Internet Speed Test https://www.solarwinds.com › solarwinds › o+s
Powerful, Scalable Solutions — 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.
2
Internet Starting at $30/mo | No Contracts, Just Fast Speeds https://www.spectrum.com
Fast, reliable Internet starting at $30/mo. No contracts and Advanced WiFi included.
3
T-Mobile® Home Internet - Check Your Home's Eligibility https://www.t-mobile.com › home-internet
Affordable 5G home internet packages starting at $35/mo. Join & secure your monthly rate.
4
Verizon Home Internet - Fast Internet for $35/mo https://www.verizon.com › home › internet
5G Home Internet plans in your area starts at $35/mo w/ AutoPay & select 5G mobile plans.
5
Xfinity® Official Site https://www.xfinity.com › internet › deals
Xfinity Internet Service — Save 40% on your favorite streaming services when you add SteamSaver with Xfinity Internet. Choose...

In the competitive landscape of broadband services, top advertisers like SolarWinds, Spectrum, T-Mobile, Verizon, and Xfinity captivate audiences with unique propositions. SolarWinds emphasizes network control, while Spectrum and T-Mobile highlight affordability and no contracts. Verizon and Xfinity focus on 5G and streaming savings, respectively.

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