It's not really double-dipping. Plenty of the ads you get during the Daily Show are sold by your television provider (DirecTV, Comcast ...), not by Viacom. You

It's not really double-dipping. Plenty of the ads you get during the Daily Show are sold by your television provider (DirecTV, Comcast ...), not by Viacom. You could easily think of it as Viacom charging DirecTV for that valuable ad space (which they don't sell directly because it makes sense to let the TV provider customize a slide for its audience - usually local ads for cable, but I'm sure DirecTV has their levers, too).