Anthony Anderson and his castmates appear in a 60-second Microsoft Surface ad that will run during the show.
The chart-topping Kia spot has McCarthy starring as a hapless eco-warrior. The Super Bowl ad has had more than 900 post-game airings.
As part of this season's 30% reduction in ad load, the show's first two branded content pods will air in the coming weeks.
The five broadcast chiefs talked with Adweek about the biggest lesson they’ve learned so far this season.
The company's top priority will be maximizing the revenue of BET, Comedy Central, MTV, Nickelodeon, Nick Jr. and Paramount.
The new organization will be organized into three teams and handle all ad sales for ABC, Freeform and Disney Channel.