Starting next fall with the show’s 42nd season, NBC’s Saturday Night Live will air 30 percent less commercials, replacing them with branded content in so-called “native pods,” the network said Monday.

“As the decades have gone by, commercial time has grown,” said Lorne Michaels, SNL’s storied creator and executive producer. “This will give time back to the show and make it easier to watch the show live.”

Each 90-minute episode will eliminate two commercial pods. The idea is that the show will lose less live viewers if it cuts to commercials less.

According to Adweek, SNL is averaging about six million viewers per live episode this season but seeing that number jump by 43 percent to 8.6 million in live-plus-seven-day viewing, according to Nielsen Media Research.

“Since 1975, SNL has shaped and driven conversation. We are excited to try something new and unique that will shape and drive advertiser content too,” said Linda Yaccarino, chairman, advertising sales and client partnerships, NBCUniversal, also in a statement. “By partnering together, advertisers can capture an audience that only SNL can deliver.”

What that means is that advertisers will be more closely integrated into the show, and perhaps even be a part of the jokes and skits. Think Tina Fey’s off-hand comments about Verizon’s cellphone service and Snapple soft drinks in 30 Rock.

This type of close brand integration is becoming more common as networks try to attract and keep live viewers, and do the same with advertisers. NBC partnered with American Express on Leap Day, removing about 30 minutes of ads from multiple shows — including Blindspot and Late Night with Seth Meyers — in favor of adding branded content.

Of course, SNL is very familiar with creating digital shorts and fake funny advertisements (see above), which should slide right in to this strategy.

Networks, such as Vice, also are trying this approach, selling less 30-second spots in favor of more brand integrations.

READ MORE: Adweek

[Image courtesy of NBC via Adweek]

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