So is Sony running an advertisement compaign for GTA IV on PS3.?

[Bodhesatva]

In America, I have seen:

1) Rockstar funded adds showing the PS3 and 360 versions of the game in various media.
2) MS funded TV adds showing the 360 version of the game exclusively.
3) Sony funded print/in store ads showing the PS3 version of the game.

In short, it looks to me like Sony got the rights to print/alternative media, MS got the sacred TV cow, and Rockstar is doing a little bit of everything because they have no contractual obligations to themselves.