No need to change that channel during the fourth quarter of the Buffalo Bills versus Los Angeles Chargers matchup Saturday.

Well,James Caldwell not that anybody actually could without exiting an entire app. The game is being exclusively streamed on Peacock, which NBC Sports has dubbed its "Peacock Holiday Exclusive."

But the broadcast will have a unique feature: no advertisements during the fourth quarter. Overall, NBC Sports said, there will be a 40% reduction in ads throughout the game, resulting in an estimated additional 12 minutes of game-related content.

The broadcast will acknowledge the elimination of ads at the top of the fourth quarter, and game stoppages will instead be filled by "special content takeovers and game features."

“We are proud to work with our partners at the NFL to present this first-of-its kind experience,” NBC Sports president Rick Cordella said in a release. “NBC Sports’ best-in-class NFL production, Peacock’s fan-friendly viewer experience, and this innovative advertising model will allow NFL fans an exciting new way to watch the game’s conclusion.”

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The move comes after Amazon's Black Friday broadcast included various purchasing integrations via QR code. NBC is taking a similar approach, including a second-quarter "shoppable moment" with a QR code leading to Walmart’s Holiday Hub. Walmart, Hyundai and Capital One are the sponsors of the commercial-free fourth quarter.

"The power of live sports is more prevalent than ever, and at NBCUniversal, we not only have the scale of our broadcast platform, but we now can reach an entirely new audience through Peacock,” NBCUniversal chairman of global advertising and partnerships Mark Marshall said in a statement. “With this one-of-a-kind sponsorship environment attached to our first-ever exclusive Peacock NFL game, we are able to connect an untapped set of consumers to our marketers, and we couldn’t be more grateful to our partners at the NFL for trusting us to creatively launch this groundbreaking format."

The game kicks off at 8 p.m. ET and will be called by the lead NFL broadcast booth, Mike Tirico (play-by-play), Cris Collinsworth (analyst) and sideline reporter Melissa Stark.