NBC Bets Jimmy Fallon's Advertising Antics Will Help Ward Off TV's Late-Night Woes

Variety explores how Jimmy Fallon and NBC are revolutionizing late-night television advertising through creative branded content partnerships.

Late-night TV faces significant financial challenges as advertising revenue dropped nearly 50% from $439 million in 2018 to $220.6 million in 2024. With CBS canceling multiple shows due to declining viewership and cord-cutting, NBC is doubling down on innovative advertiser collaborations. Fallon has developed a particularly strong five-year partnership with Ford Motor Co., creating custom content that extends beyond traditional commercials to social media platforms where younger audiences consume late-night content.

• NBC's "Tonight Show" generates $78 million annually in advertising revenue, outperforming competitors despite industry-wide decline
• Ford and Fallon collaborate quarterly on creative projects, including viral videos featuring the F-150 Lightning's "frunk" and baby Bronco content
• The network is expanding this model with Fallon's new reality show "On Brand," where he creates marketing campaigns for major clients
• Strategic partnerships must balance authenticity with commercial appeal to avoid overwhelming audiences with excessive branded content