Virgin Media's Usain Bolt ad campaign attracts 21,200 new customers

Virgin Media Inc.'s high profile advertising campaign featuring Jamaican sprinter Usain Bolt discussing the company's superfast broadband helped attract 21,200 new customers in the first-quarter of 2012, Chief Financial Officer Eamonn O'Hare said Wednesday.

But the new customers didn't come cheap, with Virgin Media's marketing costs rising 49% to GBP52.6 million