​Lately, more streaming services have been running ads on broadcast networks to tell viewers to turn off their TVs and turn on their computers, nothing that viewers can watch original shows on streaming sites right now. Why wait through these very ad breaks you’re sitting through when you can log on to Amazon Prime and watch Transparent all the way through instead?

E! recently ran promos with that message for the popular Amazon show, ABC’s Oscars telecast featured ads for Netflix and Google Play, ABC’s Grey’s Anatomy featured a spot for Amazon Fire, and Fox has run ads for Chromecast. These ads all have one thing in common: they tell viewers that there might be more compelling viewing options elsewhere.

The practice is becoming widely accepted, but the concept is tantamount to Fox running an ad for an ABC show that’s airing at the exact same time. It seems contradictory, but it often makes sense for networks’ bottom lines.

the Parent companies of these networks often have interests in keeping these streaming sites going. Aside from gleaning advertising revenue from these ads, media companies such as CBS Corp. and 21st Century Fox also benefit from selling their content to Netflix, Hulu and Amazon. And the more successful that content is on streaming platforms, the more the streaming services will be enticed to pay for it.

The Walt Disney Company, NBCUniversal and 21st Century Fox also all have stakes in Hulu, which also made deals to air CBS’ franchise tentpole CSI and Fox’s hit Empire.

Still, the simplest explanation might be best: As the country’s largest advertisers (Procter & Gamble, GM, Toyota) pull TV ad dollars, some of these streaming services offer an alternative for ad revenue on the networks’ end. Google has increased ad spending for television more than 984 percent last year. Amazon, Netflix and Hulu also have increased TV ad budgets to lesser degrees.

Read more at Variety.

Brief Take: Allowing ads that prompt viewers to change platforms may be risky, but it also may be the networks’ take on ‘if you can’t beat ‘em, join ‘em.’

[Image courtesy of Amazon]

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