People's Choice Awards will have ads blended into the show when it makes its E! debut after 43 years on CBS

Variety

Sunday's People's Choice Awards will be the first-ever not to air on CBS. NBC Universal is embracing E!'s new awards show by weaving in ads throughout the ceremony. As Variety explains, "Subaru will be active during scenes shot from the awards-show red carpet. EBay will sponsor shots of what’s happening backstage. T-Mobile will sponsor a musical performance by Rita Ora, which will be live-streamed on Snapchat. E! talent will be wearing jewelry pieces from Zales. And TV watches are likely to note the use of a new ad format – NBCU dubs it 'picture in picture' – that puts an ad on the screen without completely breaking away from the program."