For the very first time, Fox will be showing an episode of Family Guy on Sunday without any ad breaks. The lack of interruptions is thanks to Sony.

As Adweek reports, Instead of splitting up the episode with revenue-generating ad breaks, Sony struck a deal with Fox to show a 60-second spot called "Arrow" before and after the episode, which is a promotion for the new God of War game on PS4. Fox will also run a 10-second co-branded PlayStation "bumper" right after the first showing of Arrow and before the episode starts.

According to Asad Qizilbash, vice president of marketing for PlayStation, removing the adverts from a TV episode is a way to "eventize media buys" and helps show "PlayStaiton as a leader in gaming content."

The lack of adverts will certainly be noticed by fans of Family Guy, and Sony knows there is an overlap between viewers and consumers who play games, so it's a big potential win for them at least in awareness. It was almost certainly not cheap, which just goes to show how important God of War remains as an exclusive PlayStation property. Sales of the game will most certainly more than make up for the advertising costs, assuming of course, the game is good.

God of War will launch on April 20 alongside a Limited Edition PS4 Pro including the game and unique styling on the console and DualShock controller. Sunday's Family Guy episode is entitled "Send in Stewie, Please" and sees Stewie sent to the school's child psychologist after pushing a classmate.