I view advertisers as sponsors of a show. I say this because even though they do not pay directly to produce the show, they pick the show as a way of reaching their audience, and they accept the content being presented.
It is a shock to see the diversity of advertisers sponsoring Best Defense this evening. I have become accustomed to only firearm and self defense industry supporting our interests. But, Esurance, Golden Corral, etc. are a pleasant surprise. And as I type this, Bowflex is sponsoring The Gunfather.
I see this as a positive move by Outdoor Channel getting other industries comfortable with the things we like.