• Ad Age, Friday, August 31, 2007 12:30 PM

Nissan North America is coming back for an encore on NBC's "Heroes" as the sole advertiser during the show's season premiere next month. And the automaker will also be almost everywhere consumers encounter the show. In the premiere, Nissan is unveiling a new small SUV called the Rogue. And it will have all four minutes of commercial time during the limited-interruption episode, while the vehicle will appear in the show throughout the season.

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.

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