(From Sports Business Daily)
MOBILE ESPN has lost $25 MILLION so far after launching a $30 MILLION ad campaign that included an ad on ABC's SUPER BOWL broadcast, according to ALICE CUNEO of
AD AGE.
DISNEY President and CEO ROBERT IGER acknowledged, "Initial results were a little bit lower than we had hoped.
But we have changed our pricing approach, we have strengthened and redirected our marketing, we're expanding our presence at retail."
OVUM wireless analyst ROGER ENTNER said that the
$25 million loss "would be considered 'normal' by carrier standards."
Entner added, "I would rather expect that to increase with more customers coming on board, but to swing into profitability (within 2-3 years)."
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