"When you start to see the age creep up on a show like that, you wonder whether the show is sustainable, " says Laura Caraccioli-Davis, head of entertainment at Starcom, a media planning agency.

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Publicis Groupe-owned Digitas and Starcom handled digital and media buying duties, respectively.

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BDM, one of the world's largest media-services groups, out of StarCom and MediaVest.

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So-called "pull-ad" clauses in media contracts are increasingly commonplace, said Lena Petersen from Starcom, a division of Paris-based Publicis Group (nyse: PUB - news - people ).

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