If you listen to radio programs from the 1940s, you can tell that the TV version in the ‘50s was quite similar in format. One thing the article didn’t really touch upon was the tendency to write the commercial into the script in some shows in both radio and television. Burns and Allen was known for continually breaking the fourth wall, and the show was not shy about having one of the characters suddenly reveling in the joy of owning a new set of B.F. Goodrich tires, or preparing formula with Carnation Evaporated Milk. This is well beyond traditional product placement. Also, when Gracie opened her cupboard, there would be nothing in EXCEPT Carnation evaporated milk sometimes. Also note that there would be two or three minutes of commercials instead of 10 or 11.
I never liked having the star of a television show hawking the advertiser’s product.
https://youtu.be/8_NKU4ZRCPI?si=CDpbHhj7Ok32XEy6
“Rochester” from the Jack Benny show doing a song & dance number as a commercial for Lucky Strikes:
https://www.youtube.com/watch?v=f2QuAzBuY4c