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In a high-stakes move to claim a bigger slice of the morning television pie, CNN is shaking up its flagship morning program, CNN This Morning, with a revamped approach aimed directly at advertisers. As networks compete for eyeballs and brand dollars, CNN is betting on immersive, in-show product integrations to boost appeal—and revenue.

Starting this week, hosts Phil Mattingly, Poppy Harlow, and Kasie Hunt will be seen engaging with top-tier brands not just during commercial breaks, but live on air. In a first-of-its-kind campaign, the team will feature sponsored segments that blur the line between content and commercial.

One of the most talked-about integrations? A three-day feature with luxury automaker Audi, showing the hosts commuting to work in electric Audi Q8s—highlighting sustainability, performance, and tech, all while keeping the morning news moving.

“This is a different kind of storytelling,” says Tom Johnson, senior vice president of ad sales at CNN. “We’re creating narrative-based brand moments that resonate with viewers. It’s authentic. It’s immersive. And most importantly—it’s effective.”

Similar to NBC’s Today or ABC’s GMA, which have long courted advertisers through sponsored concerts and cooking demos, CNN is now stepping fully into the game. A recent behind-the-scenes video of Hunt preparing her favorite smoothie—sponsored by Vitamix—garnered over 1 million views in just 24 hours.

“We’re leaning into lifestyle without abandoning our core news identity,” Johnson notes. “There’s a massive opportunity in spaces like wellness, tech, and travel.”

But these integrations aren’t without risks. Transparency is critical. Johnson confirms that all sponsored segments will be clearly labeled, and CNN’s journalistic integrity remains non-negotiable. “We draw a clear line—no integrations in hard news or political coverage. That’s our firewall.”

Still, the timing couldn’t be better. Advertisers are increasingly wary of streaming fatigue and shifting habits, but news shows—particularly morning formats—continue to deliver strong, live audiences.

Industry analysts believe CNN’s gamble could reshape the playbook. CNN This Morning consistently ranks in the top five among cable news morning shows, and while its ad rates trail NBC and ABC, they offer a cost-effective route for brands looking to make an impact.

And this is just the beginning.

Insiders say CNN is already in talks with brands across food, fashion, and fitness for future collaborations. “From morning workouts to travel tips, we want to be the first thing viewers—and advertisers—think about when they wake up,” Johnson says.

Will CNN’s new approach disrupt the morning show market and give its rivals a serious wake-up call?