To solve the problem of TV viewers' not liking ad interruptions, some brands are creating their own shows, reports USA Today.

Gillette, for one, is producing an ABC prime-time reality series starring a group of NASCAR drivers dubbed the "Young Guns," who are featured in its TV ads and online. Gillette is a NASCAR sponsor for each driver and his race team.

An MTV special produced by Axe bodyspray called "The Gamekillers" didn't mention the brand but the company used the characters from the show, which is about people who thwart a guy's chance of picking up a girl, in ads for the antiperspirant. The first airing drew 704,000 viewers.

Apparently, these examples of branded content are cheaper than creating a conventional 30-second spot. Bombardier Recreational Products (BRP), for example, created a 10-part adventure series featuring its products that cost an average of $150,000 an episode. An average 30-second national ad costs $381,000.