And not the other way around. It looks like they are doing something like the FeedBurner's promo widget that streams latest headlines into an animated button:
Here's the quote:
"The BBC plans to break a U.S. ad campaign next week that streams BBC.com headlines in ad units. The RSS news feeds are targeted to specific media placements. For example, ad units running on entertainment sites would carry BBC lifestyle story headlines, while those on NYTimes.com and WashingtonPost.com will include political and world news."