You’ll see plenty of T-Mobile during the Super Bowl on Sunday.
The Bellevue, Wash.-based wireless carrier has four ads totaling three minutes during the big game today — that’s more than any company except for Anheuser-Busch, as USA Today noted Sunday.
FOX is charging around $5 million for a 30-second Super Bowl ad this year, so this is a significant investment for T-Mobile.
The company already unveiled a Super Bowl ad with Justin Bieber on Thursday; the 1-minute clip has nearly eight million views on YouTube. On Sunday before the Super Bowl, it released another with Snoop Dogg and Martha Stewart, as well as one with Kristen Schaal. USA Today reported that a 60-second spot featuring Schaal will air during the game.
Sprint is the other wireless carrier with a Super Bowl presence; it released its ad, which attacks Verizon, on Wednesday.
T-Mobile scored with one of the top ads of the Super Bowl last year, featuring hip-hop star Drake and a play on his hit “Hotline Bling.”
Shares of T-Mobile hit an all-time high last month; the company’s stock price increased 47 percent in 2016, closing at $57.51. T-Mobile made several notable moves last year, announcing plans to shift to a single wireless plan, called T-Mobile One, offering unlimited data. The company later streamlined the plan. T-Mobile also introduced Digits, a new way to use phone numbers across multiple devices and put multiple phone numbers on the same device.
Last month, T-Mobile announced its latest “Un-Carrier” initiative at CES, announcing plans to include taxes and fees in the rates it promises customers, and return up to $10/month to customers who use less than 2 GB of data per month on T-Mobile One unlimited plans.