The move would reawaken a historic period of advertising development harking back to decades earlier, when shows were produced live and advertisers often sponsored entire programmes with live ads included. The technique went out of style in the 1960s and 1970s when shows began to be taped and had multiple advertisers.
Doug Hochstadt, vice-president of late-night sales at ABC said that the move with the 'Jimmy Kimmel Live' gave the network one more way that customers could connect with an advertiser's product.
NBC dabbled with live ads last May when it carried a live ad from satellite navigation firm Garmin during an edition of its better-known talkshow 'Tonight Show with Jay Leno'.
However, some viewers are already showing discontent at the late-night shows after noticing that comedy sketches are being shortened to feature more TV ads earlier in the programmes. The ads are being moved forward to a slot when viewers are more likely to watch them.
The first segment of Kimmel's show has been shortened somewhat as a result of the programme's first commercial break running earlier.
The changes are said to be caused by a new ratings system in the US that measures who is watching the ads, rather than the show.
Having been only known in the US, Kimmel sprang to global fame recently as he racked up millions of views on YouTube for his "I'm f***ing" viral series, created with his comedienne girlfriend Sarah Silverman.
Silverman created the first video that starred her and Matt Damon singing to the words "I'm f***ing Matt Damon". The clip of the song achieved immediate success, and has now been seen by more than 11m people.
Kimmel responded to the video with his own, starring him and Ben Affleck, as they sung the words "I'm f***ing Ben Affleck". Kimmel's video has now been seen on YouTube around 8m times.
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