And that’s not to mention live or embedded skits on talk/variety programming. It’s all thanks to TiVo, according to PR trade Daily Dog. They say ABC latenighter Jimmy Kimmel is taking the skit route on behalf of sub restaurant Quiznos. The technique is designed to time-shifting ad-skipping viewers of the program, not to mention viewers with a quick remote control trigger finger and is akin to the ever-growing practice of product placement. Live-read advertising has never left the radio side of the broadcasting business. A big advantage to the live read/skit technique is that it uses the star who is likely responsible for the audience tuning in in the first place, thus keeping them engaged and away from their ad skipping technological options.
RBR/TVBR observation: As a budding trumpet player back in the late 60s/early 70s, we remember to this day the nightly poem on the virtues of Frito-Lay Jalapeno Bean Dip delivered by Doc Severinsen on NBC’s The Tonight Show Starring Johnny Carson. Did the ads work? We guess so: we still eat the dip.