Charter Super Bowl Ad Takes a Jab at T-Mobile Home Internet
Charter Communications used its Super Bowl ad to mock the speed and reliability of T-Mobile's fixed wireless service.
Charter's Humorous Super Bowl Ad
Charter Communications took the opportunity during the Super Bowl to release a new ad that pokes fun at T-Mobile's fixed wireless access (FWA) service. The 30-second ad, titled 'Holes,' humorously depicts a family that chooses T-Mobile Home Internet but ends up with unreliable service. The father in the commercial takes matters into his own hands and creates a hole in the wall to improve the connection.
Charter aired the ad in several Spectrum markets, including New York, Dallas, Los Angeles, St. Louis, and Kansas City. The humorous commercial plays on the idea that walls can slow down the T-Mobile Home Internet speed, highlighting Charter's own fast and reliable broadband service.
Charter's Critique of FWA
Charter's humorous ad aligns with recent statements made by the company and other cable providers about fixed wireless access (FWA). They argue that FWA is an inferior technology that won't be able to meet future demands for speed and bandwidth. Charter CEO Chris Winfrey has compared FWA to 'just another form of DSL,' emphasizing the capabilities of Charter's network and the company's investment in high-split DOCSIS 4.0 technology.
The ad comes at a time when cable operators are facing competition from FWA, especially in the lower end of the home broadband market. Charter lost 61,000 broadband subscribers in Q4 2023, while T-Mobile, Verizon, and AT&T experienced growth in the FWA sector.
Charter's History of Competitor Critique
This is not the first time Charter has taken a swipe at a competitor's reliability and technical capabilities. In 2015, Charter launched a Star Trek-themed campaign that mocked satellite TV. However, the campaign faced scrutiny from the National Advertising Division.
Despite the humorous tone of the ad, it reflects Charter's concerns about the growth of FWA and its positioning as a fiber alternative. As the competition in the broadband market continues to evolve, cable providers like Charter are seeking to highlight the benefits of their own services versus the perceived shortcomings of their competitors.
