Ads and words
And as a general note: TV advertising here is both less and more sophisticated than it is in the UK. Less, in that there are no subtle adverts here and very few with any wit. And more, in that the boundaries between programming and advertising are far more blurred here. It's safe to assume that any product shown distinctly in a show is a paid placement: those red Coke cups in front on the American Idol judges did not get there by accident.