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According to the NPD Group, 87% of Americans are plugged into their phones, tablets, or other mobile devices while simultaneously watching TV (What else is one supposed to do during commercial breaks?) However, Target is the latest retailer to view our multitasking prowess as an untapped market and the company is going to try to cash in on it starting tonight.
The NY Times reports that a new episode of Cougar Town, which airs tonight on TBS, will be the first show to try out some new advertising tech. Instead of paying for airtime during commercial breaks, Target will be integrating its products, specifically pieces from the Nate Berkus home decor line, right into the show. When you see something you like, click over to ShopCougarTown.com, which will be live streaming the episode, and buy the product instantly with the guidance of those large, flashing red squares that will appear on screen. Anything that's clickable is shoppable. Target is banking on the fact that the different approach will appeal to its "digitally skilled" customers. Also the people-who-actually-watch-Cougar Town customers.