You will be redirected back to your article in seconds

After Chasing Jimmy Fallon On Twitter, Ford Strikes Ad Pact With ‘Tonight’

Ford Motor Co. won a heated contest among Detroit’s top automakers to get “Tonight” host Jimmy Fallon to buy one of their trucks, and may have done so through an ad pact with NBCUniversal.

Automakers including Ford, General Motors, Chrysler Group’s Ram Trucks and even Nissan have lit up Twitter since March 5 after Fallon revealed on “Tonight” that he intended to buy a truck. In the first segment of the March 28th episode of the program, Fallon revealed he had chosen a Ford F-150, and that the show would spend next week showing 10 Ford dealers from around the U.S. competing to sell him the vehicle by keeping their hands on a F-150 placed on the U.S.S. Intrepid in New York City.

The contest, called “Fingers on a 4X4,” was given an on-screen graphic festooned with a Ford logo, and the automaker made its victory known with tweets posted during “Tonight”:

The promotional deal suggests NBCUniversal isn’t content to let advertisers use Twitter to attach themselves to Fallon’s antics without buying spots during the show. In recent weeks. a number of sponsors have done just that: Ocean Spray, the consortium of cranberry growers, has been using Twitter to urge Fallon to give a nod to its “cranberry sauce singles,” an idea for a sandwich-fixing Fallon has brought up on ‘Tonight.” But the company at present has no intention to buy TV ads, said Thano Chaltas, Ocean Spray’s global chief marketing officer, in a recent interview.

Perhaps NBCU views the advertiser tweets as invitations to call and try to make a deal.

The appearance of the Ford ad during the program also suggests Fallon and his producers are open doing in-show commercials. The  technique that has gained more traction during latenight TV as so-called “commercial ratings,” or measures of TV viewers who actually watch the ads, have become the measure by which TV networks get paid by sponsors. Jimmy Kimmel on ABC, David Letterman on CBS and Conan O’Brien on TBS have all embraced the idea at different times in the recent past.


More Biz

  • Tekashi 6ix9ine Docuseries Coming From Showtime

    Tekashi 6ix9ine Docuseries Coming From Showtime and Rolling Stone

    Showtime Documentary Films today announced a new limited docuseries profiling controversial rapper Tekashi 6ix9ine. Titled “SuperVillain” and inspired by the Rolling Stone feature written by Stephen Witt, the three-part series will trace how a New York City deli clerk named Daniel Hernandez became superstar rapper Tekashi 6ix9ine — who racked up 2.6 billion streams and [...]

  • Fader Label Logo

    Fader Label Signs Two New Acts, Boosts Staff

    The Fader Label, home to Clairo, Matt and Kim and others, announced two new signings today along with three new hires on its staff. Charlie Burg and Zachary Knowles have joined the label’s talent roster, while Carson Oberg has come aboard as general manager, Yasmine Panah as project manager and Josh Hymowitz as label coordinator. They [...]


    CBS-Viacom Merger Details Revealed, Shares to Trade on Nasdaq

    Negotiations between CBS and Viacom went down to the wire on the day the long-gestating transaction was finally sealed on Aug. 13. CBS Corp. and Viacom revealed the timeline of the merger talks in a Securities and Exchange Commission filing Thursday that runs more than 650 pages. Also Thursday, CBS and Viacom said the shares [...]

  • Nile Rodgers and Merck Mercuriadis

    Hipgnosis Songs Raises Another $295 Million

    Hot on the heels of its deal to acquire a catalog of 108 Timbaland copyrights, Hipgnosis Songs has raised another $295 million (£231 million) — putting its total to nearly $800 million to date. According to the announcement, a total of 231,000,000 C Shares have been placed by Nplus1 Singer Advisory LLP  and J.P. Morgan [...]

  • Los Angeles Times

    L.A. Times Reaches Agreement With Guild

    The L.A. Times has reached a tentative agreement with the union that represents the bulk of its non-management employees, the paper announced Wednesday. The agreement follows more than a year of negotiations. The 475 reporters, copy editors, photographers and other staff covered by the agreement must still vote for ratification. Assuming it is approved, it [...]

  • AMC TheatresShop signs, Los Angeles, America

    AMC Theatres Accused of Firing VP Who Complained of Gender Pay Gap

    A former vice president at AMC Theatres filed a federal lawsuit on Wednesday, accusing the company of firing her after she complained that she was paid far less than her male peers. Tonya Mangels, who was vice president of product marketing, said that in March 2018 her supervisor inadvertently sent her a spreadsheet that included [...]

  • Johnny Depp

    Johnny Depp Trial Over Location Manager's Assault Suit Delayed to May

    Update: On Wednesday afternoon, Judge Holly Fujie ordered the trial postponed. A new trial date was set for May 11, 2020. Johnny Depp is expected to appear in a Los Angeles courtroom next week for a trial on a lawsuit alleging that he punched a location manager during the 2017 shoot for “City of Lies.” [...]

More From Our Brands

Access exclusive content