Self-dilution?

I spent half of the time watching Revenge's interstitial ads starring many cast members last night confused about why Neiman Marcus had copied Target's logo for its holiday line.  Turns out they're in a partnership!  It didn't seem that the retailers got placement in the show itself, but they did get exclusive sponsorship in the national ad slots (local broadcasters could add in their own ads) and their ads/mini-episode will also run when the show streams online.

So does this make the main show's mention of Narciso Rodriguez a commercial use?