Recent advances in text-to-speech (TTS) have enabled models to clone arbitrary unseen speakers and synthesize high-quality, natural-sounding speech. However, evaluation methods lag behind: typical mean opinion score (MOS) estimators perform regression over entire utterances, while failures usually occur in a few problematic words. We observe that encoder-decoder ASR models (e.g., Whisper) surface word-level mismatches between speech and text via cross-attention, providing a fine-grained reward signal. Building on this, we introduce Word-level TTS Alignment by ASR-driven Attentive Reward (W3AR). Without explicit reward annotations, W3AR uses attention from a pre-trained ASR model to drive finer-grained alignment and optimization of sequences predicted by a TTS model. Experiments show that W3AR improves the quality of existing TTS systems and strengthens zero-shot robustness on unseen speakers. More broadly, our results suggest a simple recipe for generative modeling: understanding models can act as evaluators, delivering informative, fine-grained feedback for optimization.