Comcast marketing spending jumps 12.8% in Q2 2012; Verizon, AT&T cut ad budgets

Comcast (Nasdaq: CMCSA) spent $469.7 million to market its Xfinity products during the second quarter, shelling out more money on advertising than any other telecom company, Kantar Media said Monday.

The nation's largest cable MSO saw its marketing spending increase by 12.8 percent compared to the second quarter of 2011, but its advertising budget decreased by $13 million compared to the first quarter of 2012, according to Kantar.

AT&T (NYSE: T) slashed its marketing spending by 21 percent to $375.5 million during the second quarter, and Verizon's (NYSE: VZ) spending dropped 14.7 percent to $326.9 million.

Kantar said that total ad spending in the telecom category fell by 2.4 percent to $1.99 billion during the second quarter. "Category performance remains divided, with advertising budgets from wireless service providers wilting under the weight of slowing subscriber growth and rising capital investments for upgrading networks while TV service providers continue to raise their media budgets," the firm said in a statement.

Cable TV networks saw ad spending increase by 4.2 percent during the second quarter, while spending on broadcast TV networks decreased by 0.4 percent, according to Kantar.

For more:
- see the release

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