As the launch of the Apple Watch nears, Reuters this evening reports that Apple has been increasing its advertising of the device significantly over the past month. Since the company’s “Spring Forward” event on March 9th, Apple has spent $38 million on its Watch advertising campaign. That number includes U.S. TV ads and digital responses.

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For comparison’s sake, Apple has spent $42 million on advertising for the iPhone 6 and iPhone 6 Plus over the last five months. Apple is clearly marketing the Apple Watch more feverishly than it did its new iPhones, which is to be expected. The Watch is a first of a kind for Apple and Tim Cook’s first major product launch as CEO. Not everyone is familiar with the Apple Watch, while most everyone is at least somewhat aware of the iPhone.

Apple has significantly ramped up advertising this week with primetime TV spots during the NCAA basketball tournament and national championship game. Apple has also advertised during popular shows such as “The Walking Dead” and “The Voice.” Since its March event, Apple has aired its Watch commercial more than 300 times.

The Apple Watch will be available for pre-order on April 10th. In-store demos also begin that same day. The device officially launches on April 24th, so expect to see continued advertising of it until then.

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