The paper introduces a basic description of the advertising process in TV advertising and discusses how this process might be altered when 30 second spots are replaced by hybrid advertising formats such as sponsoring and placements. For each actor in the process the potential benefit of hybrid advertising is identified and the respective interest in changing the process is deduced. A qualitative interview study with representatives from each actor in the process is used to illustrate that contrary to popular imputation the advertising principals are not the driving force behind the rise of hybrid advertising. Broadcasters and their media sales companies that rely on advertising revenues need hybrid advertising to compensate for declining revenues from spot advertising. Being the biggest beneficiaries they can be identified as driving force -- or in normative terms as the ones to blame for blurring the boundaries between advertising and content.