According to Wallace, no sponsor would buy time during the episode because of the taboo nature of the subject matter.

And in important markets the sponsors not only provide the programs free but also buy the air time.

The sponsor paid for their full season and bought the first original kits for the team.

Instead, for less money, some sponsors buy 30-second spots in a handful of major cities.

Corporate sponsors, using ballet to entertain clients, are buying big blocks of seats.

For $100, a sponsor can buy a seat on a bus for one person for a day.

A rich sponsor can simply buy better equipment, personnel and testing time.

With this idea, one sponsor buys all the ad pages in a magazine or all the airtime on a television show.

For example, if a sponsor bought securities for $30 million, that would be disclosed.

Eleven sponsors are buying commercial time on what is usually the year's second-most-watched program after the Super Bowl.