Samsung turns whole late-night US show into an advert

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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".

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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'.