Oscars: New York Times Takes Aim at Trump With "The Truth Is Hard" Ad

YouTube screengrab

The ad is the first television advertising the Times has done since 2010.

The New York Times ran its much-talked-about "The Truth Is Hard" advertisement during Sunday's Oscars telecast.

The hard-hitting ad promotes the idea of quality journalism in an era of "alternative facts" and "fake news" and is a thinly veiled reference to the newspaper of record's ongoing feud with President Donald Trump. 

The ad is the Times' first television advertising since 2010 and is also its first brand-focused television ad in a decade.

The 30-second spot, which debuted online last week and has already been viewed over 4 million times on YouTube, was strategically placed to air during the second-biggest TV event of the year after the Super Bowl.

According to AdAge, The New York Times paid ABC somewhere between $2 million and $2.5 million for the spot.