ADWEEK is reporting that late-night Jimmy Kimmel Livebroadcasts will integrate live commercials into each episode of the program in order to break through the clutter of commercials and beat the DVR systems.  Let’s not overlook the fact that it’s also a celebrity endorsement.

Back in the golden age of television, it was commonplace to have a show sponsor and live commercials as part of the program.  Videotape made it possible to pre-record commercials and actually show the product in action, to differentiate from the rest of the advertising.  So now it’s gone full circle back to where it started – but will it work?

Product placement in prime-time broadcasts has been the hottest trend in advertising, most recently growing 13 percent while total advertising spending rose only 0.6 percent in 2007 according to Nielsen.   American Idol topped the list of shows with the most product placements last year, yet the the true value of this type of advertising is difficult to measure. 

Whether we’re talking about product placement or live commercials, I have to wonder if advertising is going in the right direction.   For instance, can I pay a guest on Jimmy Kimmel’s show to mention my product, is that acceptable?  In public relations, it’s considered a success if you can get a reporter to mention your company in an article they are writing, and you don’t have to pay the reporter.  Is there any difference?

As a consumer, I don’t mind the ads that bombard us from billboards, at ball games, on the tv, radio, etc..  I think we are all, kids included, smarter than the generation before us in understanding when we are being sold a bill of goods.

As an advertiser that buys media, I worry about all the different ploys to advertise.  Should I buy product placement, live commercials, bus signs, sponsor a show?  I don’t want to be left out on something that works.  And that’s why advertising has gone full circle.  Because the question that started the advertising industry still doesn’t have an easy answer today: What can I do to motivate someone to buy my product?