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| GMA Shopping |
TV Shopping Segments Boom as Revenue Lifeline for Struggling Networks and StationsShopping segments embedded in NBC’s “Today,” ABC’s “Good Morning America,” CBS Mornings and other programs have expanded significantly in recent years, using on-screen QR codes that let viewers instantly order products through dedicated e-commerce sites.
The shows earn 20% or more of the resulting revenue. Hosts and trusted contributors present household items, fashion and personal care products in these segments. While hosts rarely pitch directly, their presence lends credibility that boosts purchases.
The format has become standard on syndicated talk shows such as “The View,” “The Jennifer Hudson Show,” “Entertainment Tonight” and “Inside Edition,” and has spread to local TV stations. Ownership groups have forged deals with companies that connect them to brands seeking deeper exposure than traditional 30-second commercials provide.
The growth comes as traditional television faces severe pressure. Streaming has siphoned viewers, causing ad spending on broadcast and cable TV to fall 23% since 2022 to $51 billion in 2025. Cord-cutting has also reduced retransmission fees from pay-TV providers.
In response, networks and stations have cut news operations to protect margins. Daytime syndication has shrunk sharply, with NBCUniversal exiting the market and canceling shows including “Access Hollywood” and “The Kelly Clarkson Show.”
The LA Times reports networks and stations do not disclose exact earnings from the roughly four-minute shopping segments, but industry insiders estimate they generate well into the eight figures annually.
Media research firm Magid’s executive vice president Bill Hague noted that more local stations are using these segments to fill expanded local news hours previously occupied by syndicated talk shows.