In an effort to keep viewer eyeballs on advertising messages, CNN has recently launched the commercial “non-break” – an advertising commercial that runs while the CNN newsroom is still live on the screen. While it’s not going to appear on every CNN show, its debut will be on the popular John King news show which runs in the early weekday evenings. The advertising message will be front and center of the TV presentation, but along the bottom that typical news alert scroll will add a live view of the CNN newsroom – with typical behind-the-scenes goings on. Audio will be only that of the advertising message.

John Moore, EVP and director of media services at Interpublic Group, told Advertising Age that marketers are shockingly open to giving up some of their screen space and time, in the wake of DVRs’ drive of consumers from commercials. “The challenge is thinking about what’s in it for the consumer,” Moore told Advertising Age.

Read more on AdAge.com.