I don't think buying advertising time during a television show or in a newspaper is a good analogy for a couple of reasons:
#1 -- this would mean that every post on 2+2 would need to be "purchased" so to speak, as you are equating a 2+2 post to newspaper space or commercial time.
#2 -- the issue at hand is more along the lines of a news segment on a particular event that is both for charity and newsworthy. In these cases the producres determine if it's relevant and needs to be addressed.