Major broadcast networks have increasingly incorporated product pitches directly into their programming as a strategy to boost revenue amid declining traditional advertising income. Key morning shows including NBC’s “Today,” ABC’s “Good Morning America,” and CBS’s “CBS Mornings” now feature dedicated shopping segments that allow viewers to order products via QR codes displayed on screen. These arrangements typically yield the networks 20% or more of the sales generated.

These on-air promotions involve contributors or experts presenting items ranging from household goods to fashion and personal care products. While the hosts usually do not make the sales pitches themselves, their participation lends credibility and encourages audience trust in the recommendations. Such segments have also become common in daytime talk shows, syndicated programs like “The View” and “Entertainment Tonight,” and even local television stations. Media ownership groups have signed contracts linking them with brands seeking more immersive exposure than traditional 30-second commercials can offer.

The growth of these segments is seen as a vital financial lifeline for television outlets confronting ongoing industry challenges. Streaming platforms have drawn viewers away from conventional TV, causing broadcast and cable ad revenues to fall by 23% since 2022—down to a projected $51 billion in 2025. Concurrently, the rise in cord-cutting has reduced fees stations receive from pay TV providers. This combination has pressured networks and local stations to cut back substantially on news programming budgets, while daytime syndication has contracted, exemplified by NBCUniversal’s recent exit from the market.

Although networks do not publicize exact earnings from the e-commerce spots, insiders estimate revenues reach the eight-figure range annually. Media research firm executives note that many stations now integrate these segments into extended local news blocks in place of syndicated talk shows, citing research that suggests consumers do not view product pitches as diminishing news quality. Former journalists involved in such segments report strong sales performance, attributing success to the trust built through their professional reputations.

The concept of direct selling through media is not new—it traces back decades. For example, the Home Shopping Network evolved from a local cable initiative started in the early 1980s that auctioned products over the air. Networks experimented with direct sales before, including NBC’s ShopNBC cable channel in the 1990s. However, more recent innovations have embedded e-commerce directly into popular news programs. NBC’s “Today” launched “Steals and Deals” in 2010, now featuring hundreds of segments annually across multiple platforms, while ABC introduced a similar feature called “Deals and Steals” in 2011. CBS entered the space later, establishing a presence in 2022 amid pandemic-related revenue pressures.

The operational approaches vary among networks. ABC and NBC handle product partnerships internally, whereas CBS contracts a third-party company, Knocking, to coordinate product sourcing, on-air talent for pitches, and transactional websites. CBS has emphasized product testing by its personalities before airing segments to maintain authenticity and viewer trust.

While integrating commercial content within news programming raises concerns about preserving credibility, industry professionals stress the importance of transparency and product quality. Return policies often extend up to six months, and broadcasters recognize that customer dissatisfaction could harm both brand and station reputations. For now, these embedded shopping segments represent a critical revenue stream supporting television journalism in an evolving media landscape.