Convergence Culture - Integrating advertizing into all levels of a media. For example, Coke products and Ford are vertically intregrated into American Idol. They do more than running advertisements during commercial breaks. Coke cups are placed on the Judges table, and music videos are made about the Ford Focus. Vertical integration can be understood as an attempt to gain both loyalists and zappers. Advertisers pick up loyalists of certain series by associating their product with the series. This method of product association follows the same methods as affective economics. Zappers may also respond to vertical integration, who Jenkins describes as viewers that pay attention to television for only small portions of time (Jenkins 74). By placing advertisement within a medium, advertisers do not risk losing audiences who leave during commercial breaks.