Be sure to tune in on Monday March 25th for an entire show captured #withGalaxy S10+ in partnership with @SamsungMobileUS! Jimmy’s filming all over the city and might just go to a bar with @TheNotoriousMMA 😉— Fallon Tonight (@FallonTonight) March 20, 2019
Samsung turns whole late-night US show into an advert
The world's largest consumer electronics company, Samsung, has taken television advertising in a different direction, taking over an entire episode of the popular 'Tonight Show with Jimmy Fallon'.
The corporation has agreed a wide-ranging advertising deal with NBCUniversal, which airs the late-night chat show, and part of this agreement an entire episode of the Tonight Show was filmed with the new Samsung Galaxy S10+ - marketing the phone's special ultrawide camera lens. The episode was aired on Monday.
At the beginning, Fallon announced a break from the normal in-studio show format, saying he would be using the S10+ for the whole programme, showing viewers his favourite locations in New York.
This is a step beyond the standard practice of having a company sponsor a show with an advert at its beginning and end, or displaying a particular product on-screen. It has been described as a "TV first".
Samsung's agreement with the broadcaster allegedly will include crossovers on NBC’s 'Today', Bravo’s 'Watch What Happens Live With Andy Cohen', E!’s 'The Rundown' and Telemundo’s 'La Voz'.