Broadcast Networks Pivot to Retail Revenue
Major broadcast networks and local stations are folding e-commerce segments into morning news and talk programs. By deploying QR codes and curated demonstrations, outlets like NBC’s “Today,” ABC’s “Good Morning America,” and “CBS Mornings” are converting editorial airtime into direct sales. These segments often net the networks a commission of 20% or more on every sale.
The $51 Billion Advertising Drought
The pivot stems from a contraction in traditional advertising. Data tracked by industry analysts shows ad spending on broadcast and cable television has dropped 23% since 2022, bottoming out at $51 billion in 2025. As streaming services siphon off viewers, stations are hemorrhaging both audience share and the lucrative subscriber fees once paid by pay-TV providers.
To plug the gap, networks now rely on four-minute blocks featuring household, fashion, or personal care products. While specific earnings remain private, insiders estimate the revenue from these segments has reached the eight-figure range. The strategy now permeates syndicated programs including “The View,” “Entertainment Tonight,” and “Inside Edition,” alongside local news broadcasts.
From “Steals and Deals” to Massive Operations
The modern shopping segment traces its roots to 2010, when NBC’s “Today” launched “Steals and Deals.” What began as an occasional feature has exploded; NBC now produces approximately 350 shopping segments annually across digital, social, and mobile platforms.
ABC followed in 2011 with “Deals and Steals,” a core component of “Good Morning America” and “GMA 3.” CBS arrived late to the strategy, launching “CBS Deals” in 2022. Unlike its rivals, which largely manage operations in-house, CBS partnered with Knocking, a Connecticut-based firm that handles product procurement, talent, and the e-commerce infrastructure.
Strained Credibility and Editorial Integrity
The blurring of news and commerce invites scrutiny, yet audience data suggests viewers are unfazed. NBC reports that 94% of “Today” viewers trust the product recommendations presented on the program.
Former CBS News president Andrew Heyward notes that consumers now expect editorial content to serve as a gateway to retail. The model mirrors practices at major newspapers, such as The New York Times’ use of Wirecutter or the Los Angeles Times’ commission-based links to Bookshop.org. For local station groups, these segments serve as a practical financial alternative to expensive syndicated talk shows. Bill Hague, an executive vice president at the media research firm Magid, notes that stations are increasingly prioritizing these revenue-generating segments to fill local news hours over traditional syndication.
Mitigating Risk Through Consumer Safeguards
To protect their brands, networks have implemented strict safeguards. Firms like Knocking typically accept product returns for up to six months, recognizing that a negative transaction directly threatens a broadcaster’s reputation.
As financial pressure persists, these e-commerce partnerships are set to remain a permanent fixture of daytime television. By leveraging the bond between hosts and viewers, networks have successfully transformed the morning news block into a retail destination.
Worth a look