BMW 'Buys More Time' With Jimmy Kimmel Live! Deal

Jimmy Kimmel Live will air commercial-free on Wednesday night, thanks to a 2-show partnership with luxury automaker BMW, which began after the Oscars with a co-branded BMW segment. Tomorrow night, the brand will run a five-minute integration, while the rest of the show will be presented commercial-free by BMW, according to Variety.

The tie-in with Leap Day coincides with BMW's brand messaging of letting drivers buy more time.

"It began with an insight into the target audience of BMW: very affluent consumers that, within reason, buy whatever they need, but the one thing they can't buy is time, the one thing they covet the most," said Paul Furia, experience architect, at Universal McCann told Variety.

BMW is in the middle of the North American launch of its redesigned 3 Series sport sedan, which will be marketed with national television commercials, humorous digital short videos, a series of homepage takeovers and an Facebook contest to win a new 3 series. While affluent, the audience for the 3 is generally younger than the automaker's other lines, which is one reason the brand chose late night TV over other media and sponsorship opps.

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