Traditional commercials on Radio and TV are exceedingly supplemented with so called special ads: sponsoring, product placement, split screens, etc. are forms of advertising which are implemented into the programme. The study indicates that film and TV productions are systematically co-financed by programme-integrated ad forms. These special ads have already become a major source of income for private broadcasters. Surprisingly, these new ad forms are welcomed by the audience, also because the audience dislikes commercial breaks which disrupt the flow of experience. Because special ads are seen as part of the programme, they generate a high rate of acceptance. The authors of this study conclude that restrictive regulations of new ad forms in entertainment programmes on radio and television have no legitimation. The need for more transparency with regard to the financial resources used for producing these broadcasts is far greater and requires a precise set of rules which need to be observed. The study can be bought for a authorisation fee of CHF 240.00 at Infras
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