After Surface-gate Microsoft boosts TV marketing spend by tens of millions of dollars

The Microsoft Surface Laptop could be Microsoft’s most popular hardware device, being the most mainstream of its Windows 10 hardware. Consumer Report’s retraction of their recommendation from the Surface range due to reliability issues, however, promised to scupper the launch of the device, and in response, it seems Microsoft has ramped up marketing for the device.

Kantar Media reports that Microsoft was the top broadcast ad purchaser 2 weeks ago (July 31-Aug. 6. ), spending $9.9 million, and followed up with another $4.8 million last week (8/7/17 to 8/13/17), taking second place behind Lionsgate Pictures.

This included spending $606,000 for a placement during America’s Got Talent, more than any other programming.

Microsoft’s Surface Laptop promotions included the ad below, which also aired in the UK as part of their new “Powerfully Beautiful” campaign.

Despite being a very derivative and conventional product, the Surface Laptop has won many plaudits from reviewers, largely it seems for delivering a Windows version of Macbook Air, and we wonder if Microsoft is also hoping to replicate Apple’s success in another way, by placing marketing ahead of product.

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