NBC’s “The Tonight Show Starring Jimmy Fallon” will air a special episode from Central Park in New York City on Thursday, September 13. T-Mobile, a major sponsor of the series, has begun a “first-of-its-kind partnership” with the program.
The episode will have special creative content and surprise guests. Much of the show will be adorned in the color magenta -- a dominant hue in T-Mobile marketing.
The key marketing ingredient for T-Mobile is sponsoring a nationwide sweepstakes to send fans to New York for the special show. T-Mobile will also offer customers the chance to win tickets at select T-Mobile stores in New York City.
The communications company will produce unique social content for the event.
“The Tonight Show” pulled in $377.8 million in national TV advertising from mid-August 2017 to mid-August 2018, according to iSpot.tv. T-Mobile was its largest advertiser over that period, spending $20.4 million for 30 different spots airing 382 times.
As part of its new partnership with “Tonight,” T-Mobile will also be involved, later in the season, with a special Veteran’s Day episode.
Through August 10, season-to-date Nielsen ratings for “The Tonight Show” averaged a 0.62 rating/4 share among 18-49 viewers -- the best of all late-night programming.
”Tonight” also averaged a Nielsen 2.6 million total viewers, taking second place to CBS’ “Late Show with Stephen Colbert,” which has 3.8 million viewers.