NEW YORK (AdAge.com) -- We don't know if media companies will succeed at everything they dream of doing on the anticipated Apple tablet, but we do know what Apple will almost certainly do for them: spend lots of money advertising the thing.
There's no word yet, of course, from anyone at Apple or its agency, TBWA/Media Arts Lab. And all the tablet coverage in the press is delivering untold millions in free publicity for Apple. But if Apple's history of introducing the iPod and the iPhone is any guide, tens of millions of dollars in ad spending is fast approaching.
Apple first introduced iTunes and then the iPod in 2001. That year it spent $28.5 million advertising the iPod alone or together with iTunes, according to Kantar Media. Network TV won $16.3 million of the outlay, consumer magazines captured $9.6 million and cable TV got $2.3 million; spot TV, business-to-business magazine and newspapers divided up the slivers.
Then during 2007, when Apple introduced the iPhone, Apple spent $16.6 million advertising that brand-new product, according to Kantar Media. Network TV again won the biggest share, with $9.3 million, followed by consumer magazines, with $5.6 million.And those are just launch years; don't forget the only somewhat-longer view. In 2007, the year the iPhone was the crazily-anticipated hot new-product launch, Apple ad spending on iPods and iTunes totaled $124.3 million.
That's not to raise hopes for the Apple tablet any higher than they already are.