Novel arrangements are detailed involving delivery of entertainment content, and commercial sponsorship of such content. Some arrangements enable viewers to control presentation of advertising in video, e.g., selecting what commercials are to be presented—if any, and also their order and timing. Ad presentation can also be made dependent on context. Other arrangements ensure that advertising is actually rendered, and is not skipped-over. In still other aspects, entertainment content that is now offered on a paid basis is made available for free to certain viewers. For example, viewers may receive free content as a perk for earlier patronage of certain content sponsors. Fees charged to advertisers can be tied to measured consumer responses (e.g., to correlated increases in sales of advertised products), or to the demographics of the responding viewers (e.g., engagement of affluent consumers merits higher fees). A great number of other features and arrangements are also detailed.