Jimmy Fallon is set to introduce his new reality competition show, On Brand, on September 30, 2023. This launch comes at a time when the late-night television landscape is facing significant challenges. Fallon, who has hosted The Tonight Show for 11 years, has established himself as a creative force, known for his innovative comedy segments and engaging interactions with guests.
Despite his acclaim, Fallon is not immune to the pressures impacting the industry. According to data from iSpot TV, The Tonight Show has seen a decline in viewership, averaging 1.2 million viewers per night, and a staggering 35% drop in advertising revenue from 2022 to 2024. Furthermore, the cancellation of The Late Show with Stephen Colbert has sparked discussions about the future of late-night programming.
Innovative Approach to Television
With On Brand, Fallon aims to combine entertainment with marketing. The format resembles popular shows like Shark Tank, where contestants—lacking marketing experience—will pitch campaigns for major brands such as Pillsbury, Dunkin’, and Southwest Airlines. The unique aspect of this show is that the winning campaigns will go live immediately after each episode airs. Fallon describes this as a “new type of business model,” reflecting his ongoing commitment to innovation in the television space.
Fallon’s ability to create memorable segments has contributed to his reputation as a leading figure in late-night television. His show is known for popular features like “Thank You Notes” and “Lip Sync Battle,” which have garnered millions of views online. With over 100 million followers across social media platforms such as TikTok, Instagram, and X, Fallon outpaces his late-night competitors in digital engagement.
Financial Pressures and Future Outlook
Despite his popularity, Fallon faces financial pressures. While The Tonight Show generated the highest ad revenue in late-night programming at $78.3 million last year, the gap between it and its closest competitor shrank dramatically from $30 million in 2022 to just $1.7 million in 2024. In response to these challenges, NBC has decided to reduce the show’s budget, transitioning to a four-day-a-week format.
Industry analysts, including Jason Damata, CEO of Fabric Media, assert the enduring value of The Tonight Show. “As a media property, it’s pretty darn valuable and really hard to re-create,” he says. NBC is also planning special Sunday episodes of The Tonight Show, utilizing its successful program, Sunday Night Football, as a lead-in, which Fallon believes is essential in today’s viewing landscape.
Fallon’s optimism is evident as he prepares for the launch of On Brand. He emphasizes the importance of tracking the success of the campaigns featured on the show. “I want every company that we’re working with to write down where they’re at right now and then see where they are after On Brand happens,” he states. This focus on measurable results could attract more brands to participate in future seasons, highlighting Fallon’s strategic vision for his evolving role in the entertainment industry.
As Jimmy Fallon continues to adapt and innovate, the future of late-night television remains uncertain, but his commitment to engaging audiences and brands alike positions him as a noteworthy figure in a rapidly changing landscape.
