The results from two large TV advertising campaigns are starting to come in, and it’s not pretty.
1) Mobile ESPN, reported by Sports Business Daily:
Mobile ESPN has lost $25M so far after launching a $30M ad campaign that included an ad on ABC’s Super Bowl broadcast, according to Alice Cuneo of AD AGE. Disney President & 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 $25M 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]“
2) Ask.com, Alexa traffic data for the past 12 months:
The spike, surprisingly, came when Ask announced they were dumping brand Jeeves. The ad campaign seems to have had little impact in contrast to some good ol’ fashioned PR. Oh, if they’d only listened to me.
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