Morning news turns to shoppable QR codes as ad revenue sinks
Broadcasters including NBC, ABC, and CBS are adopting shoppable QR code segments within morning news programs to offset declining ad revenues by capturing a percentage of sales. These integrations leverage direct-to-consumer commerce platforms to provide a new revenue stream as traditional broadcast and cable ad spending has decreased 23% since 2022.
Key Takeaways
- Broadcast and cable ad spending fell 23% between 2022 and 2025, totaling $51 billion.
- NBC reports 94% of 'Today' viewers trust product recommendations made on the program.
- Integrated shopping segments typically run four minutes and generate eight-figure annual revenues for networks.
- Broadcasters receive a commission of at least 20% on purchases made through on-screen QR codes.
- Local station groups like Tegna are using these segments to replace high-cost syndicated talk shows.
Why It Matters
This pivot signals the collapse of the traditional church-and-state divide between news and commerce as broadcasters prioritize survival. By moving beyond 30-second spots toward affiliate revenue, networks are attempting to monetize the high trust levels of morning show audiences. Within the broader ecosystem, this mirrors the e-commerce strategies of digital publishers and streaming platforms. For the industry, the success of these integrations depends on maintaining editorial credibility while increasing commercial frequency. Watch for whether viewers push back as 'hard news' environments increasingly serve as retail storefronts.
Additional Context
The shift toward shoppable TV extends well beyond morning news, as major streamers integrate similar technology to capitalize on growing interactive habits. Per MediaPost (January 2024), Disney launched its 'Gateway Shop' format, allowing viewers to receive purchase prompts on their phones via push notifications or email without stopping their video. Disney’s internal research suggests 75% of viewers prefer interactive ads over traditional spots, and early trials of shoppable formats reportedly increased viewer engagement five-fold compared to standard units.
Sports and unscripted content are also becoming primary vehicles for this tech. According to NBCUniversal (June 2026), the company launched 'Shop What Happens,' a shoppable series on Peacock that uses QR codes and 'text-to-shop' features for Target products. This follows the success of Amazon's 'Thursday Night Football' during the 2025-26 season, which saw a 16% viewership increase. Per Amazon (January 2026), streaming audiences for these games are 52% more likely to engage with advertising than linear viewers.
The hardware layer is similarly evolving to remove friction. Per LG Ad Solutions (March 2025), 60% of CTV viewers are now willing to save shipping and payment details on their televisions for faster checkouts. AdWave reporting from March 2026 indicates that QR code scan rates on TV ads grew 42% year-over-year in 2025, suggesting that the behavior seen in morning news is becoming a standardized consumer habit across all streaming and broadcast tiers.
Read full article at latimes.com
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