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CNN Marries Content, Commercials

Ad Age, Monday, April 19, 2010 11:43 PM

How will viewers feel about "program placement" in their commercials? On John King's new early-evening news show on CNN, every commercial runs with a small window at the bottom of the screen offering a live view of the show's set. "John King, USA" continues into the commercials, with viewers able to see activity between producers and talent.

With marketers now paying for TV ad time based on the number of people watching commercials, networks are working to diminish the sense that advertising interrupts programs. To keep people hooked, they are maintaining a show presence alongside adds. CNN's foray comes as the Time Warner cable-news network has been suffering from lackluster ratings during its weekday prime-time schedule.

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