{"id":69772,"date":"2025-09-30T09:57:23","date_gmt":"2025-09-30T12:57:23","guid":{"rendered":"https:\/\/ubirataonline.com.br\/jimmy-fallon-on-the-future-of-late-night-and-being-a-super-marketer\/"},"modified":"2025-09-30T09:57:23","modified_gmt":"2025-09-30T12:57:23","slug":"jimmy-fallon-on-the-future-of-late-night-and-being-a-super-marketer","status":"publish","type":"post","link":"https:\/\/ubirataonline.com.br\/en\/jimmy-fallon-on-the-future-of-late-night-and-being-a-super-marketer\/","title":{"rendered":"Jimmy Fallon On The Future Of Late Night And Being A Super Marketer"},"content":{"rendered":"

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As late-night television declines, The Tonight Show<\/em> host is preparing for tomorrow by building an entertainment empire based on his irrepressible joy. With the launch of his new marketing competition show, On Brand<\/em>, he\u2019s getting down to business.<\/h2>\n
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IN<\/abbr> his 11 years<\/strong> as host of The Tonight Show<\/em>, Jimmy Fallon has always been an idea machine\u2014constantly dreaming up new comedy segments, new products, even entirely new programs. He once pitched NBC a drama about a murderous priest who takes his own confession, thus absolving his soul of sin. \u201cThey didn\u2019t like that,\u201d Fallon says, with a characteristic giggle. \u201cSo off-brand for me, but you got to take those swings, man.\u201d<\/p>\n

The 51-year-old comedian\u2019s own personal brand\u2014hotwiring an encyclopedic love of pop culture with his hyper-enthusiastic positivity\u2014has defined his late-night talk show, and in recent years, become an even more natural fit on game shows he has produced such as Password and That\u2019s My Jam. It\u2019s a collection of jobs for which NBC has made him one of the highest-paid hosts on TV, with a contract that Forbes estimates at $16 million annually.<\/p>\n

That doesn\u2019t mean Fallon is immune to the pressures of television\u2019s structural decline. While Johnny Carson was the undisputed King of Late Night as the Tonight Show host for nearly 30 years, Fallon ranks third in viewership in his time slot (behind Stephen Colbert and Jimmy Kimmel), averaging 1.2 million viewers per night, and the show\u2019s ad revenue is down 35% from 2022 to 2024, according to ad data provider iSpot TV. The abrupt cancellation in July of The Late Show with Stephen Colbert\u2014which CBS claimed was losing $40 million per year\u2014prompted many to declare the imminent demise of late night, adding a level of urgency to Fallon\u2019s side hustles.<\/p>\n

Into this turbulent landscape he is launching On Brand with Jimmy Fallon<\/em> on September 30, a new NBC reality competition show in the mold of Shark Tank<\/em> and The Apprentice<\/em> in which contestants with no marketing experience pitch campaigns for major brands such as Pillsbury, Dunkin\u2019 and Southwest Airlines. The winning ad campaigns will appear in real life the day after an episode airs, creating what Fallon hopes is a symbiotic relationship with brands that makes the show a profit center. \u201cIt\u2019s a new type of show,\u201d he says, \u201cand I think it\u2019s a new type of business model, too.\u201d<\/p>\n

Fallon has always had a talent for branding. His version of The Tonight Show is perhaps best-known for its signature segments (\u201cThank You Notes\u201d), games (\u201cEgg Russian Roulette\u201d) and sing-alongs (\u201cLip Sync Battle,\u201d which also became a spin-off show) that travel widely on the internet, where he has more than 100 million followers across TikTok, Instagram and X, far more than any other late-night host.<\/p>\n

Off air, he has collaborated on a series of whimsical products, including $195 shoes that change colors when they wear down (\u201cGobstompers\u201d), pajamas with pockets (\u201cP\u2019Jimmies,\u201d $78), $48 phone cases (\u201cPocket Dials\u201d), sunglasses you can twirl like a fid\u00adget spinner (\u201cSpinnies,\u201d $95), a roller coaster at Universal Orlando (\u201cRace Through New York\u201d), a Ben & Jerry\u2019s ice cream flavor (\u201cThe Tonight Dough\u201d), best-selling children\u2019s books (Your Baby\u2019s First Word Will Be DADA) and an album of original Christmas songs (Holiday Seasoning).<\/p>\n

\u201cIf not for what he\u2019s doing today, Jimmy should have absolutely been a marketer,\u201d says Bozoma Saint John, the former chief marketing officer of Netflix and chief brand officer at Uber, who is Fallon\u2019s cohost for On Brand. \u201cHe has a real ability to take an idea and make it better. And that\u2019s really, at the end of the day, what marketing is.\u201d<\/p>\n

Fallon\u2019s most well-defined brand remains his own. Since joining the cast of Saturday Night Live at 24 in 1998, he has been known for an inability to suppress his joyfulness, as in the background of iconic sketches like \u201cMore Cowbell.\u201d When he left the show in 2004, executive produ\u00adcer Lorne Michaels had already pegged Fallon as a natural talk show host, and after a few years making mostly unsuc\u00adcessful movies like 2004\u2019s Taxi and 2005\u2019s Fever Pitch, Michaels helped him secure the Late Night time slot vaca\u00adted by Conan O\u2019Brien in 2009.<\/p>\n

Fallon performed well in a crowded landscape, and when Jay Leno abdicated his Tonight Show throne for the second and final time in 2014, NBC moved the program back to its original location in New York and named the then 39-year-old Fallon the sixth host in its history.<\/p>\n

In those early years, his youthful exuberance proved to be ratings gold. Fallon averaged more than 4 million viewers in his first season, a staggering number by today\u2019s standards, and dominated late night for the better part of three years. Then Colbert overtook him in the wake of Donald Trump\u2019s election in 2016 by leaning hard into partisan politics.<\/p>\n

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A Wizard Called Boz: Joining Fallon as a mentor for On Brand is Bozoma Saint John, the former chief marketing officer of Netflix, who is now a cast member of The Real Housewives of Beverly Hills.<\/span><\/p>\n

David Holloway\/Getty Images<\/small><\/div>\n<\/div>\n<\/figure>\n

While Fallon regularly pokes fun at Trump, he also famously tousled the future president\u2019s hair on his show. \u201cI think everyone has to be able to laugh. I mean, on both sides of whatever your political beliefs are,\u201d he says. \u201cYou got to make jokes. And sometimes it\u2019s too close to this side, sometimes it\u2019s too close to that side, but if you can keep a balance. It feels one-sided, but this guy\u2019s given us a lot to play with.\u201d<\/p>\n

Fallon is equally ingratiating with his celebrity guests, often calling them \u201cpal\u201d or \u201cbud\u201d and summoning an inexhaustible excitement for the projects they\u2019re promoting. \u201cI\u2019ve had guests on where they\u2019re, like, \u2018I hope you didn\u2019t see this movie, it\u2019s so bad,\u2019\u2009\u201d he recalls. \u201cI\u2019ll just be, like, \u2018We don\u2019t have to get into details. There\u2019s always something good about every project.\u2019\u2009\u201d<\/p>\n

Finding a silver lining in the future of The Tonight Show requires similarly unbridled optimism. Though it still produced the most ad revenue ($78.3 million, per iSpot) in the category last year, the gap between its nearest competitor has shrunk from $30 million in 2022 to just $1.7 million in 2024. And Fallon\u2019s massive social media following doesn\u2019t make up for the revenue decline. In September, NBC made the decision to reduce the show\u2019s budget by moving to four days a week.<\/p>\n

But don\u2019t prewrite The Tonight Show<\/em>\u2019s obituary just yet. \u201cAs a media property, it\u2019s pretty darn valuable and really hard to re-create,\u201d says veteran media analyst Jason Damata, CEO of the Los Angeles\u2013based marketing agency Fabric Media.<\/p>\n

NBC agrees, for now, because this fall it will run four special Tonight Show<\/em> episodes on Sundays, using its most important program, Sunday Night Football<\/em>, as a lead-in. \u201cWhich is great,\u201d Fallon says, \u201cbecause that\u2019s kind of the only show people are watching on television right now.\u201d<\/p>\n

He says he will also be closely monitoring the ratings for On Brand, but even more important to the show\u2019s success will be the campaigns it creates, which could attract brands to appear in future seasons.<\/p>\n

\u201cI want every company that we\u2019re working with to write down where they\u2019re at right now and then see where they are after On Brand<\/em> happens,\u201d he says. \u201cI think their numbers will go up, and that\u2019ll prove that the show\u2019s working.\u201d<\/p>\n

<\/h4>\n

More from Forbes<\/strong><\/h3>\n

Forbes<\/span>South Park\u2019s Creators Are Now Billionaires<\/span>By Matt Craig<\/span><\/small><\/span><\/span><\/a>Forbes<\/span>Why Paramount\u2019s $7.7 Billion UFC Gamble Will Pay Off<\/span>By Matt Craig<\/span><\/small><\/span><\/span><\/a>Forbes<\/span>The Highest-Paid TV Hosts Of 2025<\/span>By Matt Craig<\/span><\/small><\/span><\/span><\/a>\n<\/div>\n

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As late-night television declines, The Tonight Show host is preparing for tomorrow by building an entertainment empire based on his irrepressible joy. With the launch of his new marketing competition show, On Brand, he\u2019s getting down to business. 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