was a $64.95 plan which included 400 minutes of talk time and unlimited nights and weekends. In May 2006, new plans were rolled out at various price points, including a $40 monthly plan with 400 anytime minutes, free nights and weekends, and stripped-down data service. Though the cost of the full-service, 400 minute plan remained $64.95, the result was that users were allowed more freedom to pick and choose the services they wanted. Marketing ESPN invested heavily in promotion of the service. ESPN bought its first Super Bowl ad for Super Bowl XL on February 5, 2006, a 60-second high-definition commercial called "ESPN Sports Heaven" that featured a fan walking through a city filled with sports stars. AdWeek estimated the production cost of the ad at $30 million, in addition to the estimated $2.5 million per 30 seconds cost for the broadcast advertising time during the game. Distribution At first, ESPN Mobile phones were only available at retailers such as Best Buy. Later, service became available in Sprint stores in June 2006. Failure Early results for Mobile ESPN were disappointing. Initially, ESPN was reported to have projected as many as 240,000 subscribers for the service, but the Wall Street Journal reported that Mobile ESPN had fewer than 10,000 subscribers. Merrill Lynch analysts considered Mobile ESPN to have "failed" and recommended that investors urge ESPN owner Disney to discontinue the service. It was estimated that Mobile ESPN and Disney Mobile (Its sister service) combined would lose $135 million over the 2006 fiscal year. ESPN had initially reaffirmed its commitment to the product, stating that they expected that price cuts in handsets, increased marketing efforts, and other incentives for customers would prove to be successful. However, on September 28, 2006, ESPN announced it would be discontinuing the service to take effect by the end of the year. Those who had subscribed to long-term plans received refunds from ESPN. Legacy Though the MVNO service was overall a failure, the software, audio/video components, data stream and other APIs which were the backbone of the service were lauded and were easily re-adapted to fit the needs of what would become the smartphone. ESPN would launch their first iPhone app, then called ScoreCenter, on the App Store on June 12, 2008, its launch day. With ESPN's mobile backbone already built out, containing audio-visual content built for a much more capable mobile handset, it would prove to