While some advertisers have for years signed product-placement deals with individual broadcast and cable shows -- MillerCoors has gone one step further and signed exclusive deals with Turner Broadcasting's TNT and TBS channels to be the only brands of beer featured on the two cable networks' programs. Reporting on the deal, Advertising Age magazine said it demonstrated the length marketers must go to in order to reach consumers in an era of ad-skipping technology and smart-phone wielding distracted viewers. Only product placements are affected by the deal; other beer brands are free to buy commercial availabilities on the Turner channels.