Continental Airline Tickets

When companies pay for naming rights to stadiums, why do broadcasters give them free ads by saying the names?

Where I live in New Jersey, Continental Airlines had paid to have the Meadowlands arena named the "Continental Airlines Arena." I understand why Continental Airlines would want to do that, and I know why the Meadowlands arena authority would want to take their money, but why would broadcasters call the stadium "Continental Airlines Arena"? Doesn't that give this airline all sorts of publicity on the TV network? Does Continental pay every time someone mentions the name? Or does it get all this promotion free (except for the cost of naming the arena)?

Public Comments

1. The advertising they get when people mention the name of the arena "Continental Airlines Arena" is because they bought the name to the stadium... so in retrospect, they have already paid for that advertising. It is not free advertising, but it is what they paid for as part of the arena name they bought.
2. Companies pay big bucks to have stadiums and arenas named after them. The announcers use their name when referring to the building because that is the name of the building. If they were announcing something from the Empire State building they wouldn't call it the Sears tower, would they?
3. Mirus Era is totally right. They paid because they knew they would the air time that goes with a stadium.
4. I think they call it that because it's the proper name for it. Continental is a good name for that arena because the seats are tight and everything starts late:)