ABC's "World News Tonight" is being presented by a single advertiser each Monday in April, leaving only three minutes of ads instead of eight. And the trend seems to be spreading into other
kinds of programming. The longer time means more in-depth stories, and it has proved popular with viewers.
Executive producer Jon Banner says the April 2 broadcast got a ratings
boost, as did the "NBC Nightly News" last December, when Philips Electronics was its sole sponsor one day. "I don't know a thing about finance, and I don't know how bills get paid around here, but I
think we've got something here," anchor Brian Williams says. "This is a game-changer."
News departments aren't the only ones experimenting, as cable shows, including "Rescue Me" and
"The Riches," have gone with commercial-free premieres due to single sponsors, while Fox's "24" kept the clock going nonstop for its entire second-season premiere, with a little help from Ford.
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