‘Today All Day’ announced shoppable TV experiences
By Matt Collins Article may include affiliate links
“Today All Day” NBC News‘ streaming channel featuring content from its venerable morning franchise is bringing viewers a new, ultimate shopping program, featuring must-have products and a seamless, first-of-its kind shopping experience.
“Shop Today with Jill Martin,” hosted by Lifestyle Contributor Jill Martin, premieres Thursday, June 17 at noon eastern, showcasing products for the everyday consumer.
Known for her popular “Steals & Deals” franchise, Martin’s new 30-minute shopping program will stream on the third Thursday of every month (rival “Good Morning America” has a similar segment called “Deals & Steals.”
Based off of the growing and popular cross-platform “Shop Today,” each episode will showcase products for the everyday consumer with categories spanning fashion, beauty, home, accessories, and tech.
Shoppable segments on both morning, talk and lifestyle shows have become an increasingly popular way for producers to both fill time and make viewers feel like they’re getting exclusive deals — often as high as 80% or more — just by being a viewer.
It’s also a way to make money outside of traditional commercial breaks and in a format that’s more “DVR-proof” since viewers are more likely to watch the segment in full because it typically features talent they are familiar with and is produced on the show’s normal set.
In most cases, the manufacturers of the products have to pay a fee to be featured, in addition to offering the steep discounts, and the show may also take a cut of the sales, though it’s not immediately clear if this is the case with “Shop Today.”
Many of these types of segments feature someone, like Martin, who is the one actually introducing and explaining the products, which is a way to avoid having news personalities appear to be hawking or endorsing products.
Often one or more of the show anchors or hosts will still participate in the segment, typically making inane comments or asking softball questions about the products being featured.
Additionally, “Today All Day” plans to have Martin interviewing a celebrity guest about their latest product launches and the hottest trends of the moment.
The premiere episode will feature a conversation with actress and entrepreneur Gwyneth Paltrow, with subsequent episode guests including Tracee Ellis Ross and Ayesha Curry.
Viewers will be able to easily shop the show through NBCUniversal’s ShoppableTV platform, text, app or on the “Shop Today” Instagram account. Audiences can simply scan the QR code that appears on screen with a mobile device to buy the products they love.
“Today All Day” will also stream additional shoppable programming each Thursday, offering viewers must-have finds and the hottest items for everyday needs.
Earlier this month, “Today All Day” debuted a new slate of programming including “Today in 30,” a daily 30-minute show hosted by Savannah Guthrie and Hoda Kotb; “Today Food,” shows including #Cooking with Samah Dada and Saucy with Anthony Contrino; “Today Talks,” with host Jenna Bush Hager, featuring the best anchor chats and conversations from that morning’s “Today,” and more programming will be announced soon, including “Cooking with Cal” hosted by Dylan Dreyer and a brand new cooking program hosted by Al Roker.
“Today All Day” is free to access and ad supported. It is available to stream on TODAY.com, Peacock, YouTube, Tubi, Xumo and via NBC News’ apps on Roku, Amazon Fire and Apple TV, with Pluto TV coming soon.