And the Outdoors channel is a premium channel you have to pay extra for. Not part of basic cable.

I have seen spots for Henry and an infomercial for them on other cable channels though. That's about it. Nothing on broadcast TV.

Some print ads in Popular Mechanics and the outdoor magazines, like Field & Stream etc.

Prohibition. Some claim not to ban shotguns, others prohibit showing kids with guns. Seems the greatest ad for guns is the continuous coverage of shootings, and the politics stemming therefrom.

They do mass media spot buys through media brokers that buy the time cheap that's "leftover" or "fringe" and resell it a a tiny mark up, so they don't have to run all PSA's and they at least make some revenue.

So they may pay as little as $5 for a 30 second spot in Pontiac Illinois and $30 for a 3 AM spot in Chicago.

I'm not a late night kind of guy, but I actually think I recall seeing Henry Imperato, that owns Henry doing a 15 minute or so infomercial on one of the Chicago area stations in the middle of the night. It had scenes of people plinking with one of their .22's.

This video is from way back in 1992, but I think that I saw a similar ad shown on a local TV station less than a year ago.

It also seems like I've heard that damn jingle for eternity! The show has made many appearances in my area for a long, long time with that same song played in the local ads each time.

I don't ever recall any TV ad for a specific gun or maker.