The renewal of the partnership comes after word that last season's viewers were twice as likely to recall the Nissan spots than
those from other automakers. A multiplatform media buy by OMD West this year also repeats a heavy online presence, says Steve Kerho, Nissan's director-interactive marketing and media, and includes a
one-day roadblock on NBC.com.
The net will also buy five Rogues to be driven by "Heroes" cast members and then given away in a nightly contest during premiere week. While Nissan declined to reveal spending on the deal, the automaker spent $36 million on various NBC properties last season, according to data from TNS Media Intelligence.