TV advertising in this Era
TV networks and advertisers are looking to change the old way of showing TV commercials to go with the new viewing behavior. In an era where many viewers use DVR to record their favorite shows, they often just skip the commercials. TV networks are trying to use more high engagement commercials that prod viewers to interact with them. Another way is to incorporate a product into the show plot, as Pepsi did in the FOX drama, Empire; where one of the main characters, Jamal Lyon, works to win a Pepsi endorsement deal and the chance to do a Pepsi ad. The commercial was showed in an ad break for the show, but it looks like part of the show.
This type of strategy could work okay for a few products, but limited the networks to show commercials from competitors. In the regular format, networks could show commercials for rivals companies during the length of the show. For this and other reason it will be difficult to replace the 30 and 60 seconds ads. This method has lasted for a few decades and will continue for a while, but you will continue seeing new ways of advertisements popping up during your favorite prime time shows.