This appeared originally as my answer to a question on Quora, which can be found here: Do TV advertisement spends by big brands affect the way their publicity requests are handled by TV channels?
Yes, definitely. It is true for any business, any sector, any industry! If you are a big buyer of some service or product, then you are definitely going to ask for customization in the product/service offering. For example, if you own a manufacturing business, and I come to you to place a bulk order, won’t you treat me differently and propose any kind of customization I may want, even if that means changing certain areas of your factory/business?
About your question, yes, when big brands would be corresponding with TV channels about their advertising campaign(s), the executives would definitely accommodate reasonable and doable requests by big brands.