Yeah you can't compare Swift's overwhelming popularity to NIN's one, even passive-aggressively.
The world wide audience for NIN to fund TV spots just isn't there. I haven't ever met a NIN fan in the wild. People who knew of it, yeah, but people who would buy tickets for it after a TV spot, no. Nowadays TV spots are for Beyoncé, Swift and what, Muse maybe.
NIN is nowhere near that when it comes to popularity and tickets sales. We are a niche market, relatively to those juggernauts.