iThink - 1:58 pm on Feb 3, 2005 (gmt 0)

[publications.mediapost.com...]

The ad campaign aims to reach 90 percent of U.S. households 40 times in the next eight weeks, said Chris Cocks, MSN's director of global campaigns. "This will be our biggest campaign since the introduction of the MSN Butterfly in 2000," Cocks said. The initiative will hit 25 markets in 10 languages concurrently.

Google reported net profits of $204 million for last quarter and MS can easily afford to spend that much on advertising MSN search during its launch phase without feeling any significant drag on their overall profits. They are simply going to test the loyalty of the users of google as well as yahoo.