Verizon significantly increased the amount of money it spends on TV advertising during the month of September, according to TV ad measurement firm iSpot.tv, largely due to its messaging around the launch of Apple's newest iPhones.

Specifically, according to iSpot.tv, Verizon spent a total of roughly $80 million on TV ads during September. That's significantly more than the $55 million it spent in July, according to the firm, and the $42.8 million Verizon spent in August.

Verizon spent a total of $26 million on an ad dubbed "Bonfire" that focused on its service plans for Apple's new iPhone XS and XS Max.