You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Toyota, GM, Unilever Channel Big Bucks to YouTube Platform's Steep Asking Price Shows Its Determination to Compete for TV Budgets By Michael Learmonth, Published on February 27, 2012 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.