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More Nokia/Windows Phone Ads on Major Sites than Ever?

I do not think I have ever seen such a big advertisement and marketing push for windows phone or any of the windows based phones ever. I recently posted about how CNN was running an ad for their windows phone app and today I noticed that ESPN is running an ad for Nokia Lumina 900 and their Windows phone app. The top banner add on ESPN even says, “Introducing the only smartphone with the exclusive ESPN hub”. Does windows phone garner that much attention for ESPN to make a specific features available to only windows phone and the Lumnia 900? I am starting to think these ad are more of a partnership than anything. Anyone have any new theories on these ads? Anyone know the cost to run an ad like this on a site as big as ESPN or CNN?