Upfront 2004 - The Advertisers: Technology

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Throughout last year, marketers for wireless carriers geared up for the Big Event: the day in November when subscribers could switch carriers and keep the same phone number. Ultimately, local number portability didn’t cause the massive churn many expected, but experts still expect 30 million people to switch carriers this year, which means stiff competition for subscribers and even more ad spend.

Market leader Verizon Wireless—which spent $209 million in prime-time network advertising last year (per Nielsen Monitor Plus)—has already upped the ante in 2004, aligning itself with the NBC hit The Apprentice.

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