To sum it up:
The "show" buys the air time, usually 13 - 1/2hr spots.
The "show" sells the commercial time to aka. sponsors.
Included in commercial time is other perks for the "sponsors" i.e. trade shows, truck wrapping, web presence etc...
In show "sponsors" i.e. Frabil pays for segments during the show, "The Frabil tip of the day" etc...
Other equipment, usually fishing related, "sponsors" pay for thier use of product during the show with some other perks.
It is very difficult every year to hunt and maintain these "sponsors". Sometimes you have to do what you have to do to keep things afloat i.e. push product.
There is a fine line between "infomercial" and giving the "sponsors" what they pay for.
It would be nice if a network would pick up fishing shows, own them (pay to air the show) and insert their own commercials. Until that happens, putitng up with alittle flogging of product is worth having some fishing on the tube while your at home on a Sunday morning. IMO