Philip's Interesting Ad angle

Check out this idea by Philips. Instead of buying ad time and airing their commercials during that time, as is standard, they are giving the time back to viewers.

They'll be paying for premium content to be opened to everyone on ESPN.com and WSJ.com for select days. They even bought all the ad time during a 60 Minutes episode and ended up giving some of it back to lengthen the news segments.