According to this BrandWeek piece, Ubisoft has spent $10 million buying all the US ad space in the first two episodes of the next season of South Park, beginning October 8.
The first episode will feature three separate two-minute spots for its flagship Shaun White Snowboarding, Prince of Persia and Farcry 2 titles. The second episode will feature only ads for Shaun White Snowboarding.
"It's the first time they are going to see the game, so we wanted to give them a nice grasp of what it looks like," said Ubisoft marketing boss Danny Ruiz.
"This is a better alternative to running a bunch of 30-second ads that piss people off because they've seen them so many times."
More through the link.