Last May, The Tonight Show with Jay Leno did a live commercial for Garmin car navigation systems. It was the first time in 14 years that a commercial had been done live as part of the program it was sponsoring.

This used to be normal practice in the early days of television when one large company would take over responsibility for the show. It’s not really a “live commercial” but one of the classic examples of old-time advertising is The Flinstones’ black and white Winson Cigarette ad in the 60s:

Since then, wide syndication and multiple sponsors in different regions has all but killed the live commercial.

Until this May, when Jimmy Kimmel will begin running live ads on his late night show Jimmy Kimmel Live.

The new ads are in response to TiVo allowing viewers to simply skip the ads large conglomerates are paying out the ass for you to watch.

No word yet on who Kimmel is going to push, but we can confirm that ad execs are watching this pretty closely.