Late-Night Trend: Advertisers Making Deals That Affect the Content of Shows — An Example Is Tonight’s ‘Tonight’ Show

Mar 25, 2019  •  Post A Comment

Tonight’s installment of NBC’s “Tonight Show starring Jimmy Fallon” will veer away from the usual format, dispensing with the opening monologue and the traditional sit-downs with guests, Variety reports.

“Instead, Fallon will open the program by telling viewers that the entire episode has been shot with the Samsung Galaxy S10+ smartphone, which features an ultra-wide camera lens, and explain that it will showcase some of his favorite New York spots,” Variety reports, noting: “The collaboration is part of a broad ad deal Samsung has struck with NBCUniversal.”

The report quotes Patricio Paucar, Samsung’s vice president of marketing, saying: “We know consumer attention is being pulled in so many different directions today. It’s really hard to break through the noise and get people to engage in a way that best communicates the benefits of your products.”

According to Paucar, a solution is to have a television program “showcase” a product, “as opposed to showing them on screen in a commercial.”

Variety adds: “Samsung’s smartphone connection to ‘Tonight’ adds a new dimension to one of Madison Avenue’s most-sought formats. For the past few years, certain categories of advertisers have placed new emphasis on late-night TV, eager to get their products in front of younger viewers in unique ways that simply aren’t available in scripted programming (and are cheaper than advertising in primetime).”

We encourage readers to click on the link above to Variety to read the full report.

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