Foodology is financed by advertisers and sponsors who believe in the program and want effective, measurable ad buys. Foodology is determined to show advertisers the benefits of sponsoring the show.

Typically, television advertisers develop and pay for their own 15 or 30 second spots. After choosing shows that are representative of their product's perceived buying demographic, the spots are shown during breaks in the program. Unfortunately for this model, technology continues to make it easier for viewers to zap advertisments between show segments, making advertising dollars less and less effective.

Foodology aims to develop a different relationship with advertisers and sponsors in which product placement and direct participation takes place within the show content. Agencies and advertisers alike are beginning to recognize product placement as an effective alternative to reach their consumers.