Mobi Ad News - Virgin's SugarMama: Trading Airtime For Attention August 6, 2008 "One of the first mobile companies to give away free services in return for watching ads was Virgin Mobile US, with their SugarMama program. The youthful demographic of Virgin Mobile was the perfect group to offer free airtime in return for their subscribers' attention." Virgin Mobile USA - Ultramercial is proud to have been selected by Virgin Mobile USA as their partner for Sugar Mama August 08, 2006