Vodafone live! is claimed to be "one of the largest mobile audiences in the country." Its content including Fox Sports, Sky News, Rugby TV, MTV and ninemsn TV. Coca-Cola, one of the first advertisers ninemsn has signed up for Vodafone live!, is running TV commercials in Street TV and ninemsn TV. Pepsi and Atari have also recently advertised on Vodafone live! through ninemsn.
According to Costello, "Through this deal, ninemsn is able to offer advertisers the ability to reach the mobile audience both on-deck, through Vodafone live! and off-deck, through ninemsn's own mobile portal, Mobilise. No other company can offer advertisers this combination of channels to reach the Australian mobile consumer."